menu

Ad Agency Coins Fake Word To Highlight The Importance Of Print Dictionaries

Ad Agency Coins Fake Word To Highlight The Importance Of Print Dictionaries
Advertising

Marquarie Dictionary created the word "Phubbing" to spread a powerful social message.

Serena Chu
  • 9 october 2013

What is the word to describe the phenomena of ignoring people in front you to pay attention to your phone instead? The answer is…”Phubbing.”

Australian ad agency McCann Melbourne, with a team of poets, authors, and lexicographers, introduced the word as part of its marketing campaign for the Marquarie Dictionary. The campaign was meant to reintroduce the value of print dictionaries and highlight the importance of words.

Following the birth event of “Phubbing” at University of Sydney last May, McCann created StopPhubbing.com, a Facebook page, and devised a PR plan to spread the ideas of the Australian publisher. Since then, “Phubbing” has become a worldwide sensation, spreading to the UK, Mexico, Latin America and the U.S.

phubbing 1

The Marquarie publication believes dictionaries play a crucial role in capturing the evolution of words. Furthermore, the publication wanted to emphasize the social problems linked to mobile devices and how detached we are from one another because of it.

McCann will be introducing an online film which documents the entire “Phubbing” campaign. “A Word is Born” can be viewed starting October 8 on Youtube.

“Phubbing”

 

+#advertising
+Advertising
+Europe
+Facebook
+hispanic
+Latin America
+mexico
+mobile
+technology
+UK
Trending

Volvo Is Launching A Global Car-Sharing Business

Automotive
Related Expert

Matt Bright

Printed Electronics, Packaging, NFC

Europe january 19, 2017
PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

TREND REPORT


FORECAST 2020
The Consumer Roles That Will Shape Our Future
 

DOWNLOAD NOW

IoT january 19, 2017
Technology january 19, 2017
No search results found.