| Title | ENGRAVED MEMORIES |
| Brand | ACTION INNOCENCE |
| Product/Service | ACTION INNOCENCE |
| Category |
B03. Use of Ambient Media: Large Scale |
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Entrant
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HAVAS GENEVA, SWITZERLAND
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Idea Creation
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HAVAS GENEVA, SWITZERLAND
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Media Placement
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HAVAS GENEVA, SWITZERLAND
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PR
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HAVAS GENEVA, SWITZERLAND
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Production
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HAVAS GENEVA, SWITZERLAND
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Credits
| Gabriel Mauron |
Havas Geneva |
Creative Director |
| Simeon Brandner |
Havas Geneva |
Art Director |
| Antoine Karpat |
Havas Geneva |
Copywriter |
| Mathieu Cuvelier |
Havas Geneva |
Copywriter |
| Raphael Stein |
Havas Geneva |
Creative |
| Jean-Frédéric Passot |
cher ami |
Producer |
| Ahmed Hadj Ameur |
SEMPER |
Director |
Why is this work relevant for Direct?
With illustrations directly engraved on school desks - that come to life in augmented reality -the Engraved Memories project reaches students in their environment and creates a unique experience to stir conversation about a taboo subject: bullying. It automatically gets them and teachers talking.
Background
With the growing influence of social media networks students are increasingly exposed to bullying and cyber-bullying online, in schools, everywhere. Today, 1 out of 6 has experienced bullying in school in their lifetime. No matter if it’s physical or verbal - a lot of them don’t speak out. Bullying can mark students’ lives forever. To break the silence and give them the means to express themselves, we had to reach them at the right place and the right time with an idea that resonates with them directly.
Describe the creative idea
The first school desks that get students talking about bullying.
We created the first school desks with engraved illustrations that tell stories about bullying.
They directly target students in their environment and creates a unique experience to open the conversation about this taboo subject. With the will to come closer to students, we chose a visual vocabulary that speaks to young people with the help of famous artists. 10 artists. 10 themes. 10 illustrations engraved on desks dispatched on different classrooms. These illustrations come to life in augmented reality with a dedicated mobile app and automatically get students and teachers together to start talking about it.
A website (ose-en-parler.ch meaning dare-to-speak.ch) and a Bullying Preventive Group were also created to continue the dialogue. Now, they can - finally - dare to speak about it!
Describe the strategy
Students in high school are young, aware of new technologies and not really sensitive to traditional campaigns. Something that has been confirmed in our workshops’ sessions at school in order to best meet their expectations. Regarding this observation, we decided to directly reach them in their classrooms to naturally provoke the conversation with a strong call to action: Dare to speak!
Describe the execution
With the help of 10 famous artists we started to engrave wooden school desks for the first school with 10 different illustrations. Thanks to a milling machine and a high precision technique using laser cutting technology, we obtained a very accurate (and beautiful) result so the augmented reality experience could perfectly work. We then rebuild the desks and replaced them directly in the classrooms where they originally were for students to discover and interact with them, generating 1 big conversation. It all started in 1 public high school. A number that rapidly increased to 32 and keeps growing…
List the results
This campaign has already been adopted by several schools, reaching all the people involved directly by the issue: thousands of students and teachers. And these numbers are still growing due to the success of the experience. More than the increase of the site traffic (+60%), the most important result was definitively the launch of 1 big conversation: teachers and students reacted positively and launched the dialogue. The illustrations generated positive word-of-mouth from the students, amplifying the phenomenon. Therefore - and right after its launch in April - the Public Educational Department committed to implementing Engraved Memories across more schools within 12 months. 1 big conversation that is not about to stop…
Today’s numbers:
1 big conversation
32 schools involved
1287 teachers made aware
3852 parents informed
22'450 students reached