Language is always changing. Keep an up-to-date dictionary.
The word ‘Phubbing’, coined to describe the uniquely 21st century phenomenon of ignoring the person in front of you in favour of your phone, has reached more than 300 million people and sparked global discussion around mobile phone etiquette. The film is the culmination of a journey that began at 4.22pm on 22 May 2012 at the University of Sydney, when a team of language experts assembled by McCann and Macquarie Dictionary first coined the word ‘phubbing’.
The campaign proves that language is always evolving therefore an up-to-date dictionary is essential. McCann Australia Executive Creative Director John Mescall and Group Account Director Adrian Mills devised the strategy in early 2012 with Susan Butler, Publisher and Editor of Macquarie Dictionary recruiting the team that created the word phubbing.
The aim of the campaign is twofold: help the world address a growing social problem, and at the same time, help the Macquarie Dictionary sell copies and subscriptions.
Hopefully, it’s good for the dictionary and good for everyone.