Have You Ever Heard the Sound of Indifference? - | Clapboard Ad Archive

Have You Ever Heard the Sound of Indifference by watergunz is a landmark 2019 public interest campaign launched in Georgia that confronts the critical issue of underage access to bladed weapons with a rare blend of symbolic power and social urgency. Set against a grim backdrop where nearly 50 shops in Tbilisi openly sell knives and blades, and where over 540 such weapons have been confiscated from schools alongside a tragic toll of more than 80 deaths including 10 minors, this campaign refuses to show the problem literally; instead, it employs what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem—using metaphor and analogy to expose societal and governmental apathy as the true menace. The campaign’s title itself poses an evocative question that primes the audience to recognize indifference as a tangible force, a sound that permeates communities allowing violence to fester unchecked. Central to this approach is the innovative “Museum of Indifference” outdoor activation on Tbilisi’s main avenue, an immersive public installation that transforms abstract neglect into a visceral experience, compelling citizens and officials alike to confront the consequences of inaction. Developed entirely in-house by watergunz without external sponsorship—a first in Georgian advertising—the campaign’s film asset complements the OOH presence with storytelling that eschews sensationalism in favor of a sober, reflective tone that leverages emotion through suggestion rather than depiction. Strategically, this initiative targets lawmakers, pressing for legislative reform to restrict the sale of bladed weapons to minors, a goal already partially realized as officials have begun drafting new regulations influenced by the campaign’s sustained public pressure. The campaign’s impact extends beyond awareness, functioning as a catalyst for policy change and community safeguarding. Clapboard rates this campaign 77/100 in its global creative archive. This campaign matters to the industry because it demonstrates how socially conscious advertising can harness symbolic storytelling to drive legislative momentum in environments where direct confrontation with the issue is politically or culturally fraught.