Title | SENSITIVE ROOMS |
Brand | IKEA |
Product/Service | IKEA CORPORATE CSR |
Category |
B09. Use of Social Platforms |
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 |
Stefano Fraone |
We Are Social |
Senior Art Director |
Michele Vicari |
We Are Social |
Creative Supervisor |
Gennaro Borrelli |
We Are Social |
Senior Creative |
Camilla Vanzulli |
We Are Social |
Senior Creative |
Jacopo Menozzi |
We Are Social |
Senior Art Director |
Theresa Ghini |
We Are Social |
Art Director |
Lorenzo Canazza |
We Are Social |
Creative |
Francesca Feller |
We Are Social |
Group Account Director |
Alessia Bloise |
We Are Social |
Account Manager |
Leandro Iorio |
We Are Social |
Account Manager |
Alberto Monti |
We Are Social |
Creative Production Supervisor |
Marta Prosperi |
We Are Social |
Strategy Supervisor |
Alessandro Perrone |
We Are Social |
Producer Supervisor |
Miriam Gregorio |
We Are Social |
Freelance Film Director |
Why is this work relevant for Media?
Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” and hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate.
Background
1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy.
Describe the creative idea / insights (30% of vote)
In order to make IKEA’s audience more aware about this invisible violence, we hacked our social media turning teenagers’ IKEA rooms into “Sensitive Contents”.
Describe the strategy (20% of vote)
For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones.
Describe the execution (20% of vote)
We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message.
List the results (30% of vote)
In only one day and with 0 media investment, we achieved an online reach of 7,4M and 12M impressions, becoming the most mentioned brand during National Day Against Cyberbullying and reaching the highest spike of conversation about cyberbullying in the last 2 years in Italy, according to Google Trend.