“Cell phones are an ally in education, entertainment and everyday convenience. But we know that they can also take up time that should be dedicated to other things. With Genius, the idea is to disconnect in order to connect to what matters most,” said the director.
How does the new version of Genius work?
The new version of Genius works in an innovative and sustainable overseas chinese database way. By eliminating the need for batteries, the toy now runs on a smartphone battery :
The cell phone is placed in a side drawer in the toy.
Genius uses your smartphone's battery as a power source.
During the game, the cell phone is inaccessible , encouraging digital disconnection.
Even with the modernization, the game mechanics remain the same: the Genius emits sequences of lights and sounds , and players must reproduce them in the correct order. The new version offers:
Three types of color and sound combination.
Four difficulty levels , making the challenge even more interesting.
This combination of technology and nostalgia creates a unique experience that appeals to both adults who grew up with Genius and new generations.
The “Charging the Connection” campaign , created by the BETC Havas agency , brings an important reflection on the use of cell phones. The goal is to show that technology, although essential, can be put aside to create moments of real connection between people.
According to Otavio Schiavon , the agency's Vice President of Creation, the action seeks to redefine people's relationship with smartphones.
“TIM has always sold connection. But cell phones, which connect the world, sometimes distance us from what is most important. Genius is a fun and nostalgic way to disconnect and enjoy the moment.”
The campaign also promotes a special action for those interested. It will be possible to obtain a copy of the new Genius through the website “TIM Carregando a Conexão” .