Bully a Plant Client: IKEA, Dubai
Agency: Memac Ogilvy
Role: Art Direction & Design
Awards: Cannes Lions - 3x Shortlist / Dubai Lynx - 1x Silver / MEPRA MIDDLE EAST PR AWARDS - Best Corporate Reputation Campaign & Best Sustainability and Social Impact Campaign

To raise awareness for Anti-Bullying Day on May 4th, IKEA partnered with GEMS Wellington Academy in the UAE for a social experiment with thousands of children. Two IKEA plants were placed in soundproof boxes: one received positive words, the other negative. Over 30 days, the complimented plant thrived while the bullied plant struggled, showing droopy brown leaves. This experiment sparked discussions among students, parents, and teachers about the impact of bullying.

If this is how a plant reacts to verbal bullying, imagine what it does to a child.



Hyun Seo Yooyoohyunseo@gmail.com+1(929)6857247