SKIP
MYOPIA
D&AD NEW BLOOD AWARD
World Health Organization views myopia as a global epidemic, worsened by excessive screen time. Gamers already watch ads to double their end-game rewards. These ads are frustrating for players, but also their only gaming interruption.
Skip Myopia, the first ad that asks you to look away, turns ads from an annoyance into a healthy habit.
21GRAMS and Brawl Stars rewards players who follow the 20-20-20 rule (every 20 minutes of screen time, take a 20-second break and focus your eyes on something at least 20 feet away) during gaming sessions. Eye-tracking technology in the ads measures the time away from the screen and encourages players to look away, doubling their rewards. A character named ‘Gramsy’ reminds players to prioritize their eye health directly during the game’s matches.
21GRAMS and Brawl Stars rewards players who follow the 20-20-20 rule (every 20 minutes of screen time, take a 20-second break and focus your eyes on something at least 20 feet away) during gaming sessions. Eye-tracking technology in the ads measures the time away from the screen and encourages players to look away, doubling their rewards. A character named ‘Gramsy’ reminds players to prioritize their eye health directly during the game’s matches.
Copywriter: Tanguy Maimbourg
Art Director: Anna Freire
Mentor: Yigit Unan