FAD Juventud
campaign / advertising / art direction / out of home / academic projectFAD Juventud16h of scroll
Your phone doesn’t take your life all at once. It takes it in moments you don’t count.
Out-of-home campaign for FAD Juventud within "Your mobile phone takes your life away". It speaks to 12 to 18-year-olds, and to their families and teachers along the way, right where the feed can’t reach them: on the street.
Five minutes in bed, ten on the metro, a few more waiting for someone. Added up, they are hours that don’t show up anywhere.
That’s why the campaign doesn’t talk about addiction or danger: it talks about presence. Black-and-white documentary photography, condensed headlines that interrupt the poster and a yellow that only marks the words that matter: here, now, missing.
- Sector
- Prevention / Youth
- Year
- 2026
- My role
- Concept and art direction
- Deliverables
- Creative concept
- Headlines
- Art direction
- Out of home
Insight
Nobody feels they’re wasting time scrolling, because scrolling doesn’t feel like anything.
Tension
Talking to them about addiction and danger makes them switch off from the message, not from the phone.
Idea
Posters that measure in hours of scroll what each person is missing, on the street, where the feed can’t reach.
At night, in bed, where nobody sees you. The screen eats the first line of the headline.
The frames tag each person like a surveillance camera. Instead of data, they measure hours of scrolling.
While you read this, someone is scrolling. Maybe you.
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