The InTheMoment campaign targets Millennials, who are most immersed in their phones and most open to the mindfulness message.

Two of our 10 Trends for 2014—Mindful Living and Raging Against the Machine (the idea that we’re starting to fear and resent technology)—intersect in a rising impetus to use digital devices more mindfully. With its new InTheMoment campaign, Buick puts itself at the center of this idea, urging: “Join the movement to look up from your phone and live for the moment. Pledge to engage more, connect more, share more, explore more.” (The sentiment also taps into what we’ve termed the “Heads-Up Movement.”)

The campaign targets Millennials, the generation most immersed in their phones and most open to the mindfulness message, by hitting key platforms for the cohort. There’s a “Get Off the Phone Song” video from YouTube stars Rhett and Link, a “Get in the Moment” Tumblr, a Buzzfeed listicle and a social media pledge.

Image credit: InTheMoment