Is Your Smartphone a Lover or a Leech?

If Olivia Rodrigo wrote your diary, would it be titled “jealousy, jealousy” or simply “anxiety, anxiety”?

Vivo’s latest campaign, Toxic Relationship, doesn’t whisper. It shouts. And it needs to. In a world where screen time often outpaces sleep, it takes a pop song and some brutal honesty to remind us: the most addictive relationship in your life might be sitting in your pocket.

This isn’t an attack on technology. It’s a wake-up call for your mental health. Nearly half of young Brazilians say social media is making their anxiety worse. And over half of mobile users admit to losing track of time while scrolling. These aren’t statistics—they’re symptoms.

With Rodrigo’s raw lyrics as its pulse and imagery that feels uncomfortably familiar, this campaign asks a simple, stinging question: What are you missing while your eyes are glued to glass?

Most brands chase attention. Vivo chose to give it back—to the user, the human, the person behind the screen.

Time to take control. Time to look up.

Title: Toxic Relationship
Agency: Africa Creative
Client: Vivo

CCO: Sergio Gordilho
CO- CCO: Mariana Sá
ECD: Rod Barbosa
Head of Design: Bruno Valença
Creative Director: Diogo Dutra e Thiago Monteiro
Creative: Carlos Schleder, Fabiano Pinel
Campaign and Digital: Julia Miranda, Mayara Sayuri, André Almeida, Bruno Ferreira, Felipe Racca, Tomaz Saavedra, Mateus Martins e Adriano Nuevo

co-COO: Heloisa Pupim
Account Management: Rafael Cardoso, Gabriela Meira e Natália Chamadouro
Media: Pedro Eustáquio, Jefferson Sales, Tatiana Araujo e Jefferson Mendes
Planning: Ana Kuroki, Anne Corbucci, Victoria Franco e Katiane Souza
Content: Patricia Colombo, Aline Botelho e Sacha Brasil

Insights – Innovation and creative research: Estevão Meneguzzo, Eduardo Berardinelli, Bea Ribeiro e Mana Black

Head of Talent: Fernando Alonso
Producer: Paola Arnelas

Agency Production: Rodrigo Ferrari, Patrícia Melito e Felipe Lopes

Film Production: Don’t Touch My Soda
Director: Felipe Mansur
Executive Production: Maira Massullo e Michelle Lutfy
Account Management: Nicoli Azevedo e Gabriela Andrade "Garça”
CPO | Landscape: Renata Munaretto
Production Coordination | Landscape: Marina Stacciarini
Creative Assistant: Mariana Coropos
Director of Photography: Diego Robaldo
Director of Art: Andrés Zarza
Object Production: Mary Mello
Director of Production: Lu Oppido
Producers: Betinho Baeta e Sara Serra
1st Direction Assistant: Renata Racy
2nd Direction Assistant: Bárbara Silveira
Location Producer: Tati Setton
Cast Production: Alice Wolfenson e Neto Avena
Costume Designer: Marina Vieira
Makeup Artist: Fabiana Mizukami “Mima”
Making of: Apenas ToniPós produção: Nash
Post-Production Coordination: Flávia Gannam
Finishing: Fábio Abreu
Color Grading: Osmar Júnior
Editing: Rodolpho Ponzio

Digital Content Production: Massai
Post-Production Coordination: Jairo Santos, Patricia Rodrigues
Post-Production Coordinator Assistant: Thais Alves
Account Management: Betânia Menardi
Finishing: Douglas Terciano
Editing: Anderson Kidd
Color: Júnior Xis e Daniel Lopes
Composer: Eduardo Nascimento
Motion: Mateus de Oliveira

Sound Production Company: Antfood Music & Sound Design
Creative Direction: Lou Schmidt, Fernando Rojo e Tiago Mago
Executive Production: Renato Castro e Christiane Rachel
Musical Production: Lou Schmidt, Fernando Rojo, Tiago Mago, Luis Bergmann, Vinicius Nunes e Lucas Baldin
Production Coordination: Monique Munhoz e Pablo Mello
Finishing : Bruno Broaska, Fabian Jorge e Pedro Macedo

Client Approval:  Marina Daineze, Juliana Covino, Bianca Formiga, Caroline Sakamoto, Gabriela Leão, Suellen Ferreira.