| Title | Social Media vs, Leonardo Davinci |
| Agency | Leo Burnett Riyadh |
| Campaign | Social Media vs. You |
| Advertiser | The King Abdulaziz Center for World Culture - Ithra |
| Brand | Sync by Ithra |
| Date of First Broadcast/Publication | 2021 / 12 |
| Business Sector | Museums & Monuments |
| Story | Imagine if social media existed during the most important times of history. When geniuses were creating the theories and masterpieces that shape today’s world. Would they have been able to focus? To create without being bullied or compared? Would they have been able to lead with confidence? Would we have advanced as humans the way we did? We created 3 films that travel in the past to explore this theory, all the while shedding light on the impact that social media has on our lives today. The campaign shows Leonardo Davinci, while giving birth to the Mona Lisa, opens Instagram and is caught in a web of jealousy when he stumbles on Van Gogh’s latest work. Mozart playing the piano and broadcasting live on social his practice. Instead of focusing on his symphony, he is caught in the web of negative comments from live viewers that lead him to quit and never finish his symphony. Newton, completely missing the apple falling with gravity, because he received a notification that caught his attention. He comically even bites the apple while he is going through his social channel. |
| Media Type | Television & Cinema |
| Length | |
| Market | Saudi Arabia |
| Chief Creative Officer | Mohammed Bahmishan |
| Associate Creative Director | Thierry Chehab |
| Art Director | Renaud Henneffe |
| Managing Director | Samir Antoun |
| Account Director | Makram Khatib |
| Account Supervisor | Julia MASRI |
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