Shane Long Zhong


Social Media Guard

Figure 01

The Social Media Guard (Figure 01) is a brand advertisement from Coca-Cola launched in March 2014. The product resembles a dog cone that fits around the user’s neck and obstructs all kind of social media use, thus forcing people to look up and pay attention to their friends and their surroundings so that they nurture their core ties in reality and interact with the real world (Coca-Cola Journey, 2014).

The video documented the dependency of humanity on smartphones and showcases how social media obstructs people living their real lives. Thus, Coca-Cola came up with an amusing solution by inventing a social media guard that distinguishes socialising from media and encourages people to engage in real-life social activity.


Shane Zhong