Case Study Film
D&AD Yellow Pencil
The release of a short film ‘A Word is Born’ celebrated the launch of the sixth edition of the Macquarie Dictionary, Australia’s national dictionary.
A Word is Born Film
The website introduced the message that phubbing is a social scourge and people of all ages, all nationalities and either sex, offend at some point.
Launched on a YouTube channel, it takes the audience through a journey that began at 4.22pm on 22 May 2012 at the University of Sydney, when a team of language experts first coined the word ‘phubbing’. ‘A Word is Born’ documents the moment of inception to adoption and is the first time this process has been deliberately filmed and documented.
A phubbing website and accompanying facebook page were presented as the brainchild of 23-year-old Alex Haigh – an account executive at McCann – with McCann’s role being that of concept/asset developer. An important milestone in the campaign came in July when Alex spotted an article on smartphone etiquette published by The Herald Sun and contacted journalist Elissa Doherty with details of the ‘Stop Phubbing’ campaign, prompting the first of a spate of global articles on ‘phubbing’.
Quickly spreading around the world and attracting the attention of over 300 million people, the campaign prompted global conversations on the subject of mobile phone etiquette, by identifying a truth – many of us are frustrated by the behaviour (caused by the proliferation of smartphones), but without a term, it has gone unchecked.