Giant iTab, M&C Saatchi and The Archewell Foundation
“What if the smartphone, so often at the centre of online challenges, could be transformed into a beacon for empathy and change, ?”
That’s exactly what Giant iTab achieved in partnership with The Archewell Foundation and M&C Saatchi in one of the most powerful public installations of recent years.
The Mission: Awareness With Impact
Raise urgent awareness about the real-world consequences of online harm, especially among young people. Rather than relying on statistics or headlines, the campaign sought to make the issue deeply personal and emotionally resonant for the society.
The Execution: From Idea to Iconic
Giant iTab supplied 55 giant lightbox-style smartphones for a rooftop installation in New York. Each screen displayed the lock-screen photo of a real young person lost to digital abuse or mental health crises linked to social media. By mimicking the look and feel of actual smartphones (scaled to human size) the installation turned familiar tech into stark symbols of loss and remembrance. Behind the scenes, Giant iTab handled everything from custom manufacturing to international logistics, all under tight deadlines and NDAs. The result was not just a tech exhibit but an emotionally charged experience that stopped pedestrians in their tracks
Why It Worked: Bridging the Gap
This wasn’t a passive awareness campaign, it was a peaceful protest through art and technology. The installation’s emotional weight, combined with powerful symbolism, ignited conversations far beyond the rooftop. National coverage by BBC News and others turned it into a global talking point on tech accountability.
Broader Impact and Future Vision
This campaign builds on Giant iTab’s portfolio of purpose-driven tech storytelling. From TikTok activations and IBM AI demos to cybersecurity education with police departments. Whether sparking reflection or showcasing innovation, Giant iTab’s giant devices are fast becoming the platform where campaigns turn into conversation starters.
Want to Tell a Bigger Story?
Whether you’re launching a bold brand message, leading social change, or redefining engagement, Giant iTab bespoke solutions help transform ideas into real and impactful experiences that people not only see, but feel.
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