Ten days ago, I uploaded the first photo for the Phone Faced Down campaign. That photo was taken in my favorite coffee shop in Jaffa, Israel – “Casino San Remo Cafe”, AKA “The Casino”. I went to sit there almost every morning, with my thoughts about the Digital Diet and how we can raise the awareness for this important issue. The reason I love this place so much, is not just because they know how to make a great espresso. It’s because the workers there are all young, passionate, smart and lively people. I was talking with them about the Digital Diet every day, we were brainstorming ideas, and thinking of concepts. Between taking an order, and serving another dish, I’d stop one of them for a moment, asking him or her what they think about this or that. And I always got their honest opinions, hearing their stories about iPhone addiction, getting some graphical advice.
I had four meetings there with Yonatan Ben Knaan – the first guy to join the team – where we talked and brainstormed endlessly about the Organic Apps, the Digital Diet, and about how musicians should ask their audience to put their phone in their pockets before the gig starts. A lot of this brainstorm is what led me to the Phone Faced Down concept. And many other great ideas are yet to be published.