A minor trip, a stumble, a full on walk-into-a-lamppost moment. And all because our chins are glued to our chests and our eyes locked onto a glowing phone screen.
We developed an Instagram Stories first in the form of an interactive 8-bit game for @ThreeUK. The execution pokes fun at the ‘phones are bad’ argument with a millennial protagonist whose aim is to make it through 3 levels of obstacles without looking up from her phone.
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TelecommsYou see it happen in cities and towns around the world. A minor trip, a stumble, a full on walk-into-a-lamppost moment. And all because our chins are glued to our chests and our eyes locked onto a glowing phone screen.
Well, Three UK’s latest campaign from Gravity Road is poking fun at that behaviour by creating an interactive 8-bit video game for Instagram Stories. The aim? The protagonist must make it through three levels without once looking up from her phone.
Although designed for the modern gamer, using social media to garner users, the game’s design also sparks nostalgia for the games consoles of the 1980s. The game comes as part of Three UK’s overarching ‘#PhonesAreGood’ concept that champions phone culture.
We’re all guilty of looking down at our phones too much in a day. But, through this game, Three demonstrate their recognition of how users actually spend their time, acknowledging that gaming has moved beyond simply being an at-home experience and is now part of our mobile world.
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