| Title | FAMILIARISED |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
McCANN SPAIN Madrid, SPAIN
|
|
Idea Creation
|
McCANN SPAIN Madrid, SPAIN
|
|
Production
|
HARRY Madrid, SPAIN
|
Credits
| Mónica Moro |
McCann |
Chief Creative Officer |
| Raquel Martínez, Jon Lavín . |
McCann |
Executive Creative Directors |
| Raquel Martínez, Héctor Losa, Lorena Álvarez . |
McCann |
Art Directors |
| Enrique Moreno |
McCann |
Technical Director |
| Javier Pascual, Elena Rodríguez, Alejandra Sierra . |
McCann |
Account Team |
| Nieves Antuña |
Los Producers |
Producer |
| Dionisio Naranjo |
Harry Films |
Film Director |
| Juan Manuel Ramírez |
McCann |
Planning Director |
Write a short summary of what happens in the film
We know more about what’s happening on social media and the online world than we do about our own family.
To raise awareness in society about this problem, we created “Familiarized”, a board game that is 100% analogue to find out more about our family members, the only requirement was to switch off mobile phones.
To let people know about it, we launched the ad in which we invited five real families to take part in a Christmas quiz show about the people around them.
Under the hashtag #DisconnectToReconnect,, IKEA made us reflect on the abuse of technology and the need to spend more time with our loved ones.