As children and young people are increasingly immersed in interactive worlds, especially in the online gaming universe, global studies indicate that a child can spend even more time, money, and experience more anxiety than a professional gambler. Faced with this scenario, Vivo (the commercial brand of telecommunications company Telefônica Brasil) and the Africa Creative agency, with the technical support of the Regional Psychology Council of São Paulo (CRP-SP), have created a platform aimed at creating more conscious consumption of online games by younger audiences.
The online platform, named Vegas Generation, was created to help parents, guardians, caregivers, and educators promote a more healthy, responsible approach to children’s online gaming activity. Vegas Generation serves as a clear guide that can help detect problematic usage of online games by children, something that has concerned parents, caregivers, educators, and young people’s advocates around the world. Additionally, Vegas Generation’s platform provides caregivers with access to relevant information on the subject. While video games can be a source of entertainment and learning for youngsters, it’s important to raise awareness about the pitfalls as well, promoting healthy and responsible involvement in gaming.
Helping to raise such awareness–of the problem and the new website designed to help deal with it–is this “Vegas Generation” video from Africa Creative, directed by Vellas and Rafa Di Celio via production company Saigon Filmes. The piece underscores that the stakes are quite high when it comes to online gaming for kids.
“Ideating this project alongside Vivo has been a tremendous source of pride for me and for Africa Creative. As a father, I couldn’t help but worry about children and teenagers who are increasingly absorbed within the gaming universe. It is crucial to use all of Africa Creative’s and Vivo’s influence to help families improve in this situation in the best possible way: with accurate and actionable information. New times call for new discussions: we need to use creativity to support social good and keep up with digital trends,” commented Sergio Gordilho, co-president and chief creative officer of Africa Creative.
All content production of the platform and support were done in partnership with Luiza Brandão, a psychologist specializing in children and adolescent behavior, who has been assisting families facing this problem for seven years. As part of her investigation into the problems of kids and gaming, Brandão wrote an article for her postgraduate degree in clinical psychology at the University of São Paulo (USP) on factors associated with the misuse of video games among Brazilian teenagers.
CreditsClient Vivo Agency Africa Creative Sergio Gordilho, chief creative officer; Mariana Sa, co-chief creative officer; Angerson Vieira, Rodrigo Barbosa, executive creative director; Hugo Aranha, head of art; Pedro Reis, creative director; Gustavo Zordan, Zeca Castilho, Samoel Junqueira, Robson Barreto, Giovanna Lima, Sergio Gordilho, Juliana Leite, creative team; Ana Kuroki; Anne Corbucci, Nathalia França, Katiane Souza, strategy; Patricia Colombo, Aline Botelho, Naty Moreno, Aline Khoury, content; Juliana Leite, VP of special projects and creative content; Lais Cattena, Thays Miranda, Theo Etlin, Raquel Martins, creative producers; Raphael Vandystadt, director of sustainability and institutional relations; Estevão Mabilia Meneguzzo, creative research director; Eduardo Berardinelli, creative research manager; Bea Ribeiro, Mana Black, creative researchers. Production Saigon Filmes Vellas, Rafa Di Celio, direction; Marcelo Altschuler, Carol Pessini, exec producers; Katiucia Soares, Thalita Machado, production coordination; Will Etchebehere, DP. Postproduction Roberta Bruzadin, postproduction coordination, finisher; Fabio Abreu, Leandro Pena, Marcio Mattos, finishers; Claudia Rocha, postproduction service; Ivan Kanter, editor; Osmar Jr., colorist. AI Image Postproduction Studio Boreal Music & Sound Antfood Music & Sound Design Lou Schmidt, Fernando Rojo, Tiago Mago, creative direction; Renato Castro, Christiane Rachel, executive production; Lou Schmidt, Fernando Rojo, Tiago Mago, Luis Bergmann, Lucas Baldin, Vinicius Nunes, musical production; Fernando Ianni, Monique Munhoz, production coordination; Bruno Broaska, Fabian Jorge, Pablo Homem de Mello, finish
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More