| Title | THE ROOM |
| Brand | IKEA ITALY |
| Product/Service | E |
| Category |
D03. Special Build |
|
Entrant
|
STV DDB Milan, ITALY
|
|
Idea Creation
|
STV DDB Milan, ITALY
|
|
Media Placement
|
INITIATIVE Milan, ITALY
|
|
Production
|
KAREN FILM Milan, ITALY
|
Credits
| Luca Cortesini |
DDB Group Italy |
Executive Creative Director |
| Matteo Pozzi |
DDB Group Italy |
Client Creative Director |
| Samantha Scaloni |
DDB Group Italy |
Client Creative Director |
| Luciano Marchetti |
DDB Group Italy |
Art Director |
| Davide Canepa |
DDB Group Italy |
Copywriter |
| Davide Bergna |
DDB Group Italy |
Account Director |
| Luca Tapognani |
DDB Group Italy |
Strategic Planner |
| Tommaso Pellicci |
Karen Film |
Head of Production |
| Stefano Ottorino |
Karen Film |
Producer |
| Mauro Lodi |
Karen Film |
Director |
Write a short summary of what happens in the ambient or digital execution or campaign.
We closed one of the IKEA’s rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna. "The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were neighbor of a domestic violence victim. A message on the wall said: “Violence is closer than you think, sometimes there’s just a wall between you and it.”. A call to action invited customers to support and discover Telefono Donna.
Cultural/Context information for the jury
In Italy 1 in 3 women has experienced domestic violence (6.788.000 women). Due to a strong close mentality background, Italy has a strong sense of decency and a strange idea of shame: “what happens at home must remain at home” is the common opinion. That’s why 93% of cases of domestic violence are not reported and 33.9% of those who suffer violence from the partner do not talk to anyone.
For the International Day of the Elimination of Violence against Women, the 25th of November, IKEA wanted to take a strong stand against this issue. Italians love IKEA: every year its stores have 18 million visitors ( Italy has 60 million inhabitants). How could we turn each of the 23 Italian IKEA stores into an outdoor media capable of involving visitors with a touching experience?