OPPO encourages people to put their phones down via new Ugly Shanghai campaign
Holidays are a time for connection, but letʼs face it: itʼs not just the dinner table or the dance floor competing for your attention—itʼs your social feed. This year, Shanghai-based creative agency Ugly teamed up with OPPO APAC to launch a holiday campaign cutting through the noise and reminding everyone to truly be present for the moments that matter most.
Research shows that the fear of missing out (FOMO) and the constant urge to stay connected make it challenging for people to put down their phones during important celebrations.
Whether itʼs scrolling through friendsʼ holiday updates, following favorite influencers, staying on top of group chats, or catching livestream sales, digital habits often take precedence over the real-life connections right in front of us.
The campaignʼs centerpiece is a film that personifies social media feeds as living characters—each one representing a distraction pulling people away from meaningful holiday moments.
It delivers a powerful message: silence these distractions and ‘Enjoy the Presentʼ during this special time of year.
Directed by Morvasu, a renowned Thai indie singer-songwriter and director, the film creatively showcases various types of social media content.
From a K-Pop music video and a fitness trainer to livestream salespeople, ASMR channels, life-hack influencers, and friendsʼ feeds from a ski trip, each “feedˮ is humorously portrayed as something to be turned off.
Launching across various Southeast Asian markets, the campaign encourages audiences to prioritize what truly matters this holiday season: the people right beside them.
Credits
Client: OPPO APAC
Creative Agency: Ugly
Managing Director: Hubert Mou
Business Partner: Tony Wang
Creative Director: Will Dai + Shanshan Quan
Creative: Ansel Wallenfang + Tea Qiu
Senior Producer: Tingting Shi
Account Executive: Adrian Xing
Production House: The Sweet Shop
Executive Producer: Penny Woo
Director: Vasuphol Kriengpraphakit – Morvasu
Producer: Janyaluck Khamdaeng – Aoi
DOP: T-Thawat Taifayongvichit – Pete
Production Manager: Nattanan Kaewkitinarong – Cherry
Production Assistant 1: Palarth Pratumpo – Taylor
Production Assistant 2: Budsara Kanchanakhan – Boom
Production Assistant 3: Boonsita limprasert – Auityty
Unit Manager: Termsap – Yeesok
