2019 Winners & Shortlists

BULLY A PLANT

Silver Lynx

Demo Film

Presentation Image

Client/BrandIKEA UAE
Product/ServiceIKEA 2018 CATALOGUE
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryLive Advertising & Events
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Placement MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
PR MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

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. We 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.

Write a short summary of what happens in the ambient or digital execution or campaign.

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.

Credits

Name Company Position
Stephan Vogel Ogilvy & Mather Chief Creative Officer
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Juliana Paracencio Memac Ogilvy Dubai Creative Director
Hyunseo Yoo Memac Ogilvy Dubai Art Director
Aliza Siddiqi Memac Ogilvy Dubai Copywriter
Tarek Shawki Memac Ogilvy Dubai Business Director
Mahmoud Hassan Memac Ogilvy Dubai Group Account Director
Ami Popat Memac Ogilvy Dubai Senior Account Manager
Sonam Mahadev Social@Ogilvy Account Manager
Ramadan Ibrahim Memac Ogilvy Dubai Designer
Tamara D'Costa Memac Ogilvy Dubai Agency Producer
Ryan Gonsalves Freelance Producer / Editor
Inshad Usman Freelance Photographer
Xeniya Tkachenko Social Lab Campaign Manager
Matthieu Vercruysse Social Lab General Manager
Sawsan Abdillahi Social Lab Associate Account Director
Basma Abdou Social Account Executive