Title | 25M2 SYRIA |
Brand | NRK TV-AKSJONEN / NORWEGIAN RED CROSS |
Product/Service | 25M2 SYRIA |
Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
Entrant
|
POL Oslo, NORWAY
|
Idea Creation
|
POL Oslo, NORWAY
|
Credits
Maja Folgerø |
POL |
Copywriter |
Snorre Martinsen |
POL |
Art Director |
Andrea Engum |
POL |
Designer |
Ole Jakob Bøe Skattum |
POL |
Designer |
Ina Egelandsdal |
POL |
Account Manager |
Monika Augustsson |
POL |
Client Director |
Ulla Hennig |
POL |
Project Assistant |
Tone Bøygaard |
POL |
Project Assistant |
Christian Lauritzen |
POL |
Designer |
Astrid Maria Sætren |
|
Set-designer |
The Campaign
25 m2 of Syria is an apartment at IKEA. But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. The iconic IKEA-posters and price tags tell the story of how people live - caught in the crossfire of Syria’s civil war. And most importantly: On every little tag we let you know how you can help!
Creative Execution
The installation was open for all IKEA-visitors in the two weeks leading up to the fundraising event.
25 m2 of Syria is an apartment at IKEA Slependen (flagship warehouse in Norway).
But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. The iconic IKEA-posters and price tags tell the story of how people live - caught in the crossfire of Syria’s civil war. And most importantly: On every little tag we let you know how you can help!
Results
25m2 of Syria was one of several initiatives to get people involved in the annual fundraising event “TV-aksjonen.” All together 220 million Norwegian kroners were donated. Sms-donations were record high at 15 million NOK and over 100 000 people got involved around the country.
25m2 of Syria was an installation to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations would go to the Red Cross and people living in war and conflict. IKEA partnered with the Red Cross to promote the cause, and on every little price tag, we let visitors know how they could contribute without even leaving the apartment: SMS your donation to 2133.
There’s no lack of images and videos from Syria, but it all seems so far away. What if we could give people a first hand’s experience of how it is to live in a war zone? What if we built the replica of a Syrian home? And let people discover and read the stories of the people living there.