Insight:

We’re all guilty of it: phubbing – the act of snubbing someone in real life in favor of your phone. This form of addiction hurts our ability to create and maintain genuine real-life relationships.

Idea:

LATAM airlines ethos are all about keeping people connected by getting them to where they need to go. So we found a way to encourage people to disconnect from their phones, reconnect with their loved ones, and gain some miles along the way.

While airplane mode disables people, LATAM will create its own airplane mode that enables people to reconnect with one another. When activated, the time spent in LATAM Airplane Mode will be converted into miles towards travel. Every minute you disconnect from your screen, you’re rewarded with a mile that you can use towards visiting or vacationing with loved ones.