By listening to real requests from fathers and mothers on social media, we created some infant furniture products with the controversial screens built in. But we started wondering how we could get our message across to society and generate the debate we wanted.

We opted for a two-stage strategy. The first off-brand stage sought to generate conversation, cause a stir and raise controversy, in which the protagonist behind the action would not be Multiópticas but rather a fictitious Spanish start-up called ‘SP Future’. A brand that had supposedly commissioned a series of relevant Spanish influencers to raise the profile of its products. This stage was essential for reaching as many people as possible. To do so, we created a launch advert, a website and produced content and images for the social media profiles of ‘SP Future’ weeks before the launch, doing everything necessary to make it look like the company was real.

After creating a huge wave of indignation around SP Future, we revealed that the company did not exist and that Multiópticas and its Screen Pollution story was behind the initiative to raise social awareness about responsible screen use. The negative conversation then became a wave of positive conversations and media impacts with a positive effect on the brand’s reputation and the sale of products related to eye health and screens.