‘Stop Phubbing’, Macquarie Dictionary 6th Edition.
In a digital first world we were asked by Australia’s national dictionary, the Macquarie, to launch their sixth edition.
The idea was to find a global problem so recent, it didn’t yet have a word.
The problem was poor smartphone manners. And the word we created was Phubbing: The act of ignoring the person in front of you in favour of your smartphone.
Case Study Film
On the day of launch, with media and public discussion of Phubbing at its peak, we released a branded short film ‘A Word is Born’, about the origin of the word across social media.
