Title	MINDS OF CHANGE
Brand	IKEA
Product/Service	IKEA FURNITURE
Category	A08. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	STV DDB Milan, ITALY
Idea Creation	STV DDB Milan, ITALY
PR	IKEA ITALY Carugate, ITALY
Production	KAREN FILM Milan, ITALY

Name	Company	Position
Luca Cortesini	DDB Group Italy	Executive Creative Director
Gabriele Caeti	DDB Group Italy	Executive Creative Director
Samantha Scaloni	DDB Group Italy	Client Creative Director
Matteo Pozzi	DDB Group Italy	Client Creative Director
Marco Zilioli	DDB Group Italy	Client Creative Director
Daniele Baglioni	DDB Group Italy	Arto Director
Gianluca Nucaro	DDB Group Italy	Copywriter
Davide Bergna	DDB Group Italy	Account Director
Azzurra Ricevuti	DDB Group Italy	Account Manager
Marco Mammino	DDB Group Italy	Strategic Planner

Why is this work relevant for Brand Experience & Activation?

The campaign puts IKEA's expertise at the heart of a project that supported the greatest Italian minds that are changing the world with their ideas. The operation, which included a digital video strategy, reached everyone and inspired and activated some influencers and thousands of people to contribute in their own small way to make the world a better place.

background

The planet is asking us to make a change. 2 out of every 3 Italian minds who are concretely changing the world through sustainable projects, work in inadequate spaces. Clutter, untidiness and disorganization are the principal obstacles to their performance. What if changing these spaces could help to change the world?

Describe the creative idea (20% of vote)

IKEA provided its furnishing and storage expertise to the 3 greatest contemporary Italian minds, working on sustainable international projects, helping them redesign and reorganize their workplaces. In this way, IKEA helped create the best conditions for them to work and focus on their projects, increasing their productivity, improving their creativity and significantly reducing stress. All of this to achieve one big goal: to contribute towards making the world a better place.

Describe the strategy (20% of vote)

Ordering at home can change our life. It improves the quality of our life, stimulates harmony, concentration, saves time and energy and can increase productivity up to 44%. The problem is that maintaining it is sometimes very difficult. IKEA has created practical, effective and simple solutions to help us order the house. And consequently our life. So, we decided to help those who, with their own mind, dedicate their lives to improving and changing those of others: the greatest Italian minds of the moment. Genes, innovators and young entrepreneurs who often, due to scarce resources engaged in research and innovation, find themselves having to work in inadequate spaces that do not enable them to express the maximum. Our ambition is to bring order to their workplace in order to help them face those challenges that can improve everyone's life and change the world.

Describe the execution (30% of vote)

We’ve redesigned and reorganized the workspaces of the 3 greatest Italian minds that are changing the world with important sustainable project. In July, we launched the campaign on all the IKEA’s digital and social channels with a digital video strategy: the teaser, the main video of the operation and one video for each of the workspaces, where we showed every mind’s single sustainable project and the IKEA’s makeover of their workspaces from an inadequate environment to the best one possible.

List the results (30% of vote)

The conversation spread across social media with 5,6M of Total Reach, 7,6M impressions and 68K interactions, attracting the attention of important Italian influencers. But the biggest impact was showing people how you can achieve great things through little changes.