Turning social media feeds into living characters to get people across Southeast Asia to put their phones down for the holidays
Your Phone Can Wait, Life Can't
December is the biggest holiday season of the year, Christmas, New Year's Eve, plus local festivals across Southeast Asia, and OPPO returns to the region every year with a new holiday campaign. For 2024, OPPO partnered with Ugly for the first time to bring it to life.
The insight wasn't new: FOMO and the pressure to stay constantly connected keep people from disconnecting during the moments that matter most. Scrolling friends' holiday updates, group chats, livestream sales, favorite influencers, our digital habits keep taking precedence over the people right beside us. That gave us the line: your phone can wait, life can't.
We built the film around that comparison. Social media feeds became living, breathing characters, a K-pop girl group, a fitness trainer, a livestream host mid-sales pitch, an ASMR channel, a friend's ski trip update, each one a distraction to be shut off, so people could enjoy the present. Thai director and indie singer-songwriter Morvasu brought it to life.
The campaign launched across Southeast Asia on December 16, 2024, and the film has since crossed 43 million views on YouTube.
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