Eye Pause

Entire Advertising Campaign

2024

Chloe Shapiro, Rachel Taylor, Toronto, ON
e: chloe@shapiro.ca racheltaylor497@gmail.com
w: chloeshapiro.ca rachel-taylor.ca
Program: Advertising Portfolio
School: Miami Ad School

Art Director: Chloe Shapiro Copywriter: Rachel Taylor

21GRAMS and Spotify created Eye Pause: The first-ever easter egg podcast listening experience that protected Gen Z's eyes by getting them outside. Using location and motion sensing technology, 21GRAMS ensured that users could only listen while outside on the move. Each episode disappeared after sundown to inspire Gen Z to see the daylight. It launched with an out-of-home campaign that walked Gen Z through the steps to put down their phone to unlock more from their world.