As concerns around mental health, digital safety and online abuse reach a critical point, Giant iTab stepped up to help drive one of the most striking and meaningful public installations in recent memory. Known for transforming digital interfaces into human-scale, interactive experiences, our innovative giant smartphones became the powerful canvas for a bold awareness campaign led by The Archewell Foundation, founded by the Duke and Duchess of Sussex, in partnership with creative agency M&C Saatchi. At the heart of the campaign was a clear message: to confront online harm head-on, using technology not as the problem, but as part of the solution.
This case study explores how we played a pivotal role in delivering the vision of the campaign, from design and manufacture to installation and project management and how its technology elevated digital storytelling into an unforgettable real-world experience.
Challenge
The brief was ambitious: raise urgent awareness of the real-world consequences of digital harm, particularly among young people. The campaign needed to move beyond statistics and news headlines, transforming a shared societal issue into a personal, emotionally resonant experience.
The solution? Make the smartphone, often the vehicle of digital harm, the very medium used to highlight its dangers.
Solution
From the outset, Giant iTab worked closely with M&C Saatchi and The Archewell Foundation to understand the emotional and technical nuances of the campaign, from design consultation and custom manufacturing to on-site installation and full project management.
We supplied 55 bespoke, lightbox-style smartphones for a rooftop installation in New York City. Each device displayed the image of a young person whose life was lost as a result of online abuse or mental health crises linked to social media. The smartphones were not just technological products, they became symbolic monuments.
By simulating the look and user experience of real smartphones at a human scale, the installation brought private digital pain into public view. The result was an immersive and visually powerful showcase that stopped passers-by in their tracks.
Our technical team overcame tight timeframes, complex logistics and strict NDAs to deliver a fully integrated, emotionally resonant experience. The team worked hand-in-hand with creative directors and production teams to ensure each screen supported the intended narrative, even customising software to maintain content consistency and responsiveness throughout the installation.
This was not a passive awareness campaign. It was an artistic intervention designed to promote peaceful protest, reflection and ultimately, systemic reform.
What the client had to say:
Results
The campaign garnered widespread media attention, including national coverage from BBC News. It sparked vital public conversations around online safety and the responsibilities of technology platforms. For The Archewell Foundation, the installation fulfilled its mission of transforming awareness into action and igniting meaningful dialogue among both the public and key stakeholders in the tech industry.
For Giant iTab, the project proved our capacity to:
Why it worked
The campaign was crafted for a specific audience of advertising agencies, experiential event planners, digital content leaders and telecom brands. It showed what is possible when storytelling, technology and purpose intersect.
The towering smartphones offered space for remembrance, emotion and engagement. Each screen became a curated moment giving voice to the silent and inviting viewers to reflect on the real-world impact of digital harm.
The campaign turned smartphones into something larger than life, not just in size, but in significance.
Key takeaways
This campaign offers a powerful insight into how digital storytelling can escape the confines of a screen and take on tangible, human form. When technology is paired with emotion and purpose, it becomes unforgettable.
For agencies, brands and public sector organisations ready to make a statement, Giant iTab offers a platform that turns awareness into action and campaigns into conversation starters.
What’s next?
This isn’t the first time our technology has been used to support meaningful tech education and powerful brand storytelling. Past initiatives include a collaboration with Cleveland Community Police to help young people understand cyber security through interactive, hands-on sessions and projects designed to help students build safer digital habits by engaging with familiar digital environments at human scale.
The technology has also featured in a number of high-profile campaigns. TikTok and ByteDance used eight custom Giant Smartphones across London, Berlin and Dublin to allow influencers to trial new features in a bold, eye- catching format. At the TCS London Marathon, Set Creative used eight devices with a bespoke ‘Belief Booster’ app, resulting in over 17,900 digital messages of encouragement sent and more than 4,000 selfies shared. A national roadshow with Seen Presents brought TikTok’s commerce features to over 400 industry professionals, while at Wimbledon and London Tech Week, George P. Johnson used Giant iTab devices to power interactive, AI-generated match predictions for IBM. For Vodafone’s B2B roadshow in London and Cardiff, 55-inch smartphones helped boost engagement and content adoption through highly interactive displays.
Following the success of the Archewell Foundation campaign, we have extended our outreach to agencies across New York and London. The message is clear: if your campaign has a purpose, Giant iTab can help you give it scale, both physically and emotionally.
