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Levi's x Jacquard by Google: Hall of Distractions

19/05/2020
Advertising Agency
London, UK
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Insight

The attention economy is thriving. An average smartphone user receives over 50 notifications per day, and spends an average of 56 days a year looking at their screens.

These notifications distract us with short term goals that are misaligned with our own values. As a result, we’re losing connection with ourselves, and the world around us.


Idea

The new Levi’s Trucker Jacket with Jacquard by Google helps people stay connected, not distracted. Through an interface woven into the jacket, wearers are able to move through their day free from the distraction of their screens.

To demonstrate the need for this new product and others like it, The Hall of Distractions has been created, an alarming immersive experience in which an average smartphone user’s yearly notifications are condensed and re-performed in a 30 minute cacophony of sound and light.


Impact

A one-of-a-kind experience that puts our relationship with technology in urgent perspective.

The Hall of Distractions confronted guests at Australia’s national launch of Levi’s Trucker Jacket with Jacquard by Google, provoking them to question their own use of technology, before being led to join a discussion of the future of attention, distraction and fashion by Levi’s VP of Global Product Innovation Paul Dillinger.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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