Title | DO IT AT YOUR HOME |
Brand | IKEA |
Product/Service | IKEA |
Category |
I03. Single Market Campaign |
Entrant
|
WE ARE SOCIAL Milan, ITALY
|
Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
Production
|
WE ARE SOCIAL Milan, ITALY
|
Credits
Paulo Cesar Gonzalez Barrios |
WE ARE SOCIAL |
Associate Creative Director |
Alessandro Sciarpelletti |
We Are Social |
Creative Director |
Daniele Piazza |
We Are Social |
Creative Production Director |
Mattia Lacchini |
We Are Social |
Art Director Supervisor |
Camilla Vanzulli |
We Are Social |
Senior Creative |
Chiara Giannuzzi |
We Are Social |
Senior Art Director |
Lorenzo Canazza |
We Are Social |
Creative |
Giulia De Chirico |
We Are Social |
Junior Art Director |
Simona Melani |
We Are Social |
Editorial Supervisor |
Sergio Giussani |
We Are Social |
Editor |
Daniele Zanardi |
We Are Social |
Writer |
Francesca Feller |
We Are Social |
Group Account Director |
Mirco Bertola |
We Are Social |
Account Director |
Leandro Iorio |
We Are Social |
Account Manager |
Alessia Bloise |
We Are Social |
Account Manager |
Bruno Tecci |
We Are Social |
Head of Strategy |
Marta Prosperi |
We Are Social |
Strategy Supervisor |
Alberto Monti |
We Are Social |
Creative Production Supervisor |
Alessandro Perrone |
We Are Social |
Producer Supervisor |
Giulia Camera |
We Are Social |
Producer |
Rocco Brandini |
We Are Social |
Junior Content Specialist |
Nicolò Bravetta |
We Are Social |
Director |
Alessandro Pavoni |
We Are Social |
DOP |
Background
We were asked to celebrate the International Day Against Homophobia:
a day strongly linked to IKEA’s values of diversity & inclusion, and an occasion to strengthen the brand’s mission to create a better everyday life for the many people, inside and outside the house. Because home, for IKEA, goes beyond the four walls.
However, in Italy, the LGBT+ community can’t feel at home everywhere.
Here, even today, lots of LGBT+ people become victims of discriminatory words and actions whenever they share the simplest gestures of affection in public, and the Italian homophobic expression “do it at your home” is a tangible proof of this problem.
Describe the strategy
In order to reclaim the right of the LGBT+ community to feel at home everywhere, on May 17, we give “do it at your home” a new meaning, turning this Italian homophobic expression into an inclusive call to action by IKEA:
“Do it at your home. Because home is wherever you are.”
Describe the execution
A week before the International Day Against Homophobia, we brought nine LGBT+ people back to the places where they were offended with the expression ”do it at your home”, and we had them share the affection they couldn’t express before, right there. Because even there, they should feel home.
We collected the stories of our protagonists in a video that, on May 17, spread our message on Instagram, Facebook, YouTube, Twitter and LinkedIn.
Then, through our social media channels, we invited everyone to join us, sharing their love everywhere and using the expression “do it at your home” in a brand new way.
Thousands of couples answered our call, and “do it at your home” gained new meaning.
List the results
Total Reach 21M
1 Italian out of 3 heard about our campaign
Most shared IKEA Italia campaign ever
#doitatyourhome trending topic on Twitter
Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.
The campaign is rooted in the Italian culture and language: “do it at your home” is a local expression, commonly used by Italian people to label LGBT+ public displays of affection as out of place and sadly traceable in online conversations too. Our goal was to fight this social behaviour and reclaim the LGBT+ community’s right to feel at home everywhere.