Title	DO IT AT YOUR HOME
Brand	IKEA
Product/Service	IKEA
Category	I04. Social Behaviour & Cultural Insight
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Production	WE ARE SOCIAL Milan, ITALY

Name	Company	Position
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 about the social behaviour and / or cultural insights that inspired your campaign

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.