| Title | ENGRAVED MEMORIES |
| Brand | ACTION INNOCENCE |
| Product/Service | ACTION INNOCENCE |
| Category |
D01. Displays |
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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
|
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 |
Write a short summary of what happens in the ambient or digital execution or campaign.
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!
Cultural/Context information for the jury
Switzerland is a conservative country, with a strong school system. Talking about bullying is not something easy and social networks amplify the phenomenon in schoolyards, letting students often stay silent instead of talking about it. Regarding this context, the Engraved Memories project breaks the taboo and allows students to change their behaviors by - finally - giving them the opportunity to speak out… and also managed to implement something different in the school public system.