P L A N T S O R P E O P L E ,
W E A L L N E E D L O V E T O G R O W

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. The live experiment involved IKEA taking two of its very own plants and installing them at the school. Both plants were treated strictly the same. The only difference being one plant heard compliments and words of encouragement, while the other was verbally bullied with hateful words, for one month. The students were encouraged to record their own voices to share their love with the first plant and give words of criticism to the second, either first hand and via social media interaction. After 30 days, the results spoke for themselves - while the complimented plant continued to thrive, the bullied plant was visibly struggling and looking dull with droopy brown leaves.

Nominations:
CANNES LIONS
1 FINALIST in PR / Brand Voice & Strategic Storytelling
1 FINALIST in PR / Use of Events & Stunts
1 FINALIST in MEDIA / Corporate Social Responsibility - Use of Events & Stunts

DUBAI LYNX
1 SILVER in OUTDOOR / Live Advertising & Events

MEPRA MIDDLE EAST PR AWARDS
Best Corporate Reputation Campaign
Best Sustainability and Social Impact Campaign

My role: Creative Director