Knowing that people rely on their smartphones for everything from directions to social media, Vitaminwater is offering a $100,000 reward to a person who can go a full 365 days without their devices.
The Coca-Cola Company drink brand will give one USA resident a shot at kicking a smartphone addiction cold turkey, but the requirements are sure to give tech-hungry people the cold sweats.
The submissions will be judged based on "creativity and originality", "cultural or brand relevance", humor the quality of the photo and caption.
"This means you may not operate, caress, hug or otherwise be physically affectionate with anyone's smartphone", the company says.
If you're up for it, you can enter through January 9, 2019.
The contestant won't be without a phone. On Twitter, the beverage maker announced the #NoPhoneForAYear contest, which (as the name implies) challenges one contestant to live without mobile screens for a full year, with a $100,000 prize on offer if they succeed.
As such, the company will be providing the sole contestant with a free 1996-era cell phone and an accompanying phone plan for them to use at will. Vitamin Water says to "go wild, be out there, and wow us".
For more details on the phone-free contest, visit Vitaminwater's website here.
Twitter users peppered the platform with submissions this week, with many hopeful winners earnestly vowing they'd use the time to bond with family, learn new languages, and improve their relationships.