How do you get students to pay attention to a problem that is next to invisible? As a brand that wants to inspire students to “Right the Future,” York University was looking for a way to educate Gen Z students about microplastics that are polluting our waters. Ogilvy Canada’s solution was to go big by going small.
The miniature Micro Lecture hall was a 1:87 model of an actual York lecture hall. It was made almost entirely of plastic from Lake Ontario. Placed in a high-traffic area on campus, it included over 200 hand-painted figures representing people, and a QR code leading to a bite-sized lecture on microplastics by a York professor.