IKEA Film, Ambient Bully A Plant - Say No To Bullying by Memac Ogilvy & Mather Dubai

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Bully A Plant - Say No To Bullying

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Industry Department Stores & Shopping Malls, Public awareness
Media Film, Ambient
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Chief Creative Officer Paul Shearer
Creative Director Juliana Paracencio
Art Director Hyun Seo Yoo
Copywriter Aliza Siddiqi
Released May 2018

Credits & Description

Media: Experiential
Category: Home appliances & furnishings
Client: Ikea
Agency: Memac Ogilvy, Dubai, United Arab Emirates
Country: United Arab Emirates
Chief Creative Officer: Paul Shearer
Creative Director: Juliana Paracencio
Art Director: Hyun Seo Yoo
Copywriter: Aliza Siddiqi
Producer: Tamara D'Costa
Producer: Ryan Gonsalves
Business Director: Tarek Shawki
Account Director: Mahmoud Hassan
Editor: Ryan Gonsalves
Account manager: Sonam Mahadev
Client: Amer Yaghi
Client: Binita Chowdhury
Account Executive: Ami Popat
Chief Creative Officer: Stephan Vogel
Chief Creative Officer: Juggi Ramakrishnan
CEO/Chief Digital Officer: Patou Nuytemans
Retoucher: Ramadan Ibrahim
Camera Man: Inshad Usman
Social@Ogilvy Associate Account Director: Sawsan Abdillah
Social@Ogilvy Account Executive: Basma Abdou
Social Lab Campaign Manager: Xeniya Tkachenko
Social Lab General Manager: Matthieu Vercruysse
Published: May 2018
Synopsis:
Plants have feelings, just like people. So, what happens when you feed one plant with compliments and another with negative remarks? Watch how we got students involved in a social experiment to raise awareness on the effects of bullying. #SayNoToBullying
To raise awareness around Anti-Bullying Day on 4th May, IKEA partnered with GEMS Wellington Academy in the UAE to conduct a unique social experiment with thousands of children, to raise awareness about bullying. We took two identical plants from our IKEA's garden section, and gave them the same amount of sunlight, water and fertiliser. The only difference being, we said words of criticism to one plant, and words of encouragement to the other, for a span of 30 days. By the end of the experiment, the impressive results spoke for themselves.