Advertising Campaign
Think wise
“Think Wise is an expandable campaign in which Apple, as a tech brand, shares knowledge about the wise use of technology. It uses reality-questioning lines like ‘Breakfast time with mom?’ supported by minimal visuals on a white background. These visuals depict situations—such as feeding, sleeping, day outings, and even potty time—where parents are absent, subtly personifying the iPad as a parent.”
Idea
“Question parents—‘Who are the real parents here?’—to trigger their insecurity and make them aware of their responsibilities.”
Insight
‘iPad kids’ is a term on social media used to describe children who are often trolled for their screen addiction to tablets. Over time, these ‘iPad kids’ have become ‘the iPad’s kids,’ as if the device has become their parent—replacing real parental presence with a digital substitute.
Problem
Nowadays, digital tools are often used to pacify and entertain children, leading to excessive screen exposure from a very young age. Studies show that children under five spend around 2.2 hours per day on screens—almost twice the recommended limit—while even children under two are exposed to about 1.2 hours daily, despite recommendations of no screen time. This constant exposure can affect children’s motor skills, attention span, and cognitive development, as they spend less time in physical play and real-world interaction. Over time, it can also create screen dependency, reduce creativity, and weaken parent–child bonding, ultimately impacting children’s social and emotional development.
