Verbal bullying is an issue that is commonly overlooked in schools in this region, and the effects of it are noticed too late. This is due to the cultural ideology that bullying is a physical issue. Kids don’t even notice when they partake in the act because they don’t realize that words have a huge impact on how people feel. While parents and teachers are unaware of it even taking place. Memac Ogilvy wanted to speak to the right audience about stopping bullying in a way that they would find interesting and amusing, while still triggering a change in behavior. Upon entering the main school reception, students are presented with two identical plants placed inside glass boxes. One plant has a voice recording of insulting words being played through a Bluetooth speaker, while the other plant is being fed a voice recording of kind, encouraging words through another Bluetooth speaker. The students are able to hear the voice recordings when in close proximity to the box and directly witness the gradual changes that take place between the plants each day for the entire duration of the experiment.
AGENCY: Memac Ogilvy
CLIENT: Ikea UAE
CHIEF CREATIVE OFFICER: Stephan Vogel
CHIEF CREATIVE OFFICER: Paul Shearer – Chief Creative Officer
CREATIVE DIRECTOR: Juliana Paracencio
ART DIRECTOR: Hyunseo Yoo
COPYWRITER: Aliza Siddiqi