This campaign was developed to promote Mental Detox Week, an annual initiative that encourages people to step away from their electronic devices for seven days. The goal is to inspire a digital detox — giving the mind a chance to reset, reconnect with the present, and appreciate the simple moments we often overlook in our tech-driven lives.

By challenging audiences to unplug, the campaign highlights the mental and emotional benefits of reducing screen time and being more mindful of our surroundings.