Macquarie Dictionary

PHUBBING: A WORD IS BORN

To demonstrate why people always need the most up to date dictionary, we proved how quickly language changes - by creating a new word.

This idea began between CD John Mescall, art director Daniele Milazzo and myself. After chatting about the origin of a random word, we decided it would be pretty cool to make one. From here we figured out how a campaign that invented a word would work, and most importantly, what the word would be for. The second part of the campaign, the Stop Phubbing movement, was brilliantly brought to life by the talented Matt Stoddart, Natasha Wood and Patrick Baron. The idea was sold in, kept running and seeded globally by the tenacious Adrian Mills and his accounts team.

RECOGNITION:

AWARD Awards 2015 - Bronze Direct 
AWARD Awards 2015 - Bronze Digital
AWARD Awards 2015 - Finalist Integrated

One Show 2014 - Merit Social Media & Viral

Cannes 2014 - Silver Direct 
Cannes 2014 - Silver Direct 
Cannes 2014 - Bronze Direct
Cannes 2014 - Shortlist PR

New York Festivals 2014 - Bronze Direct & Collateral 
New York Festivals 2014 - Bronze Digital & Viral 
New York Festivals 2014 - Bronze Integrated
New York Festivals 2014 - Finalist Avant Garde
New York Festivals 2014 - Finalist Direct & Collateral 

Spikes Asia Awards 2014 - Bronze Digital Social
Spikes Asia Awards 2014 - Finalist Promo
Spikes Asia Awards 2014 - Finalist Design
Spikes Asia Awards 2014 - Finalist Branded Content

London Internationals 2014 - Silver Copywriting Design
London Internationals 2014 - Bronze Integration

Webby 2014 - Nomination Integrated Campaign
Webby 2014 - Nomination People’s Choice Integrated Campaign

ADFEST 2014 - Integrated Lotus
ADFEST 2014 - Silver Design Lotus
ADFEST 2014 - Bronze Interactive Lotus Viral