The Lingokids campaign was rolled out in several phases. The first phase launched with a bold visual in New York’s Times Square, where a mother is seen handing a tablet to her child. Viewers were invited to vote via QR code: Was she guilty or not guilty? The result was telling — twice as many people voted guilty.
In the second phase, a new set of images was revealed introducing "The Trial", the central theme of the campaign. These visuals announced the start of a powerful social experiment, putting the ongoing debate about screen time under scrutiny. Eleven real parents were invited to participate in what looked like a courtroom setting. What they didn’t know beforehand was that their parenting decisions would be the subject of discussion and reflection. None of the parents were actors, and their reactions were entirely authentic and unscripted.
The campaign highlights the invisible weight of parental guilt — especially around screen time — and challenges the assumptions that come with it. At its core is a message Lingokids strongly believes in: guilt-free screen time exists, particularly when it’s safe, educational, and meaningful.
The Lingokids campaign was rolled out in several phases. The first phase launched with a bold visual in New York’s Times Square, where a mother is seen handing a tablet to her child. Viewers were invited to vote via QR code: Was she guilty or not guilty? The result was telling — twice as many people voted guilty.
In the second phase, a new set of images was revealed introducing "The Trial", the central theme of the campaign. These visuals announced the start of a powerful social experiment, putting the ongoing debate about screen time under scrutiny. Eleven real parents were invited to participate in what looked like a courtroom setting. What they didn’t know beforehand was that their parenting decisions would be the subject of discussion and reflection. None of the parents were actors, and their reactions were entirely authentic and unscripted.
The campaign highlights the invisible weight of parental guilt — especially around screen time — and challenges the assumptions that come with it. At its core is a message Lingokids strongly believes in: guilt-free screen time exists, particularly when it’s safe, educational, and meaningful.
The Lingokids campaign was rolled out in several phases. The first phase launched with a bold visual in New York’s Times Square, where a mother is seen handing a tablet to her child. Viewers were invited to vote via QR code: Was she guilty or not guilty? The result was telling — twice as many people voted guilty.
In the second phase, a new set of images was revealed introducing "The Trial", the central theme of the campaign. These visuals announced the start of a powerful social experiment, putting the ongoing debate about screen time under scrutiny. Eleven real parents were invited to participate in what looked like a courtroom setting. What they didn’t know beforehand was that their parenting decisions would be the subject of discussion and reflection. None of the parents were actors, and their reactions were entirely authentic and unscripted.
The campaign highlights the invisible weight of parental guilt — especially around screen time — and challenges the assumptions that come with it. At its core is a message Lingokids strongly believes in: guilt-free screen time exists, particularly when it’s safe, educational, and meaningful.
The Lingokids campaign was rolled out in several phases. The first phase launched with a bold visual in New York’s Times Square, where a mother is seen handing a tablet to her child. Viewers were invited to vote via QR code: Was she guilty or not guilty? The result was telling — twice as many people voted guilty.
In the second phase, a new set of images was revealed introducing "The Trial", the central theme of the campaign. These visuals announced the start of a powerful social experiment, putting the ongoing debate about screen time under scrutiny. Eleven real parents were invited to participate in what looked like a courtroom setting. What they didn’t know beforehand was that their parenting decisions would be the subject of discussion and reflection. None of the parents were actors, and their reactions were entirely authentic and unscripted.
The campaign highlights the invisible weight of parental guilt — especially around screen time — and challenges the assumptions that come with it. At its core is a message Lingokids strongly believes in: guilt-free screen time exists, particularly when it’s safe, educational, and meaningful.