‘Own It Don’t Phone It’ was the message used to highlight the issue of pedestrians and their obsessions with their phones. Launched at the Australian Open, people were encouraged to walk with confidence on a zebra crossing (as if it were a runway) with phones well away. Posing before a photobooth, their images appeared on a large digital screen alongside other campaign content.
Australian tennis great, Sam Groth, fronted the campaign which appeared on signage throughout Melbourne Park.
The activation was adapted for an activation at Southbank over the Labour Day Weekend to expand the campaign. The installation was given a new ‘street look’ using renowned Melbourne graffiti artist, Adnate, who created his interpretation of distractions on busy urban streets.