Samsung and Leo Burnett have teamed up to help combat the rising problem of myopia.
Half of the world’s population is expected to be short-sighted within the next 10 years, largely due to children holding screens too close to their eyes.
In the spirit of Ramadan, Samsung – in collaboration with Leo Burnett – has developed and launched ‘Safety Screen’, a new app designed specially for children. The child-friendly app uses facial recognition to calculate the optimal distance for children to hold the screen.
The app then instructs the child to move back if they get too close.
Leo Burnett’s creative team included creative directors Daniel Salles, Bruno Bomediano and Saadi Alkouatli, and executive creative director André Nassar. The production company was The Goodfellas.