THE GHOST

TitleTHE GHOST
BrandIKEA
Product/ServiceIKEA FOR A SAFE HOME
Category G04. Social Behaviour
Entrant TRIAD ADVERTISING Prague, CZECH REPUBLIC
Idea Creation TRIAD ADVERTISING Prague, CZECH REPUBLIC
Idea Creation 2 IKEA CZECH REPUBLIC Prague, CZECH REPUBLIC
Media Placement DENTSU CZECH REPUBLIC S.R.O. Prague, CZECH REPUBLIC
PR OGILVY Prague, CZECH REPUBLIC
PR 2 SEESAME Bratislava, SLOVAK REPUBLIC
Production BISTRO FILMS Prague, CZECH REPUBLIC
Credits
Name Company Position
Marek Vomočil IKEA Project Leader
Petra Jankovičová Triad Advertising Strategy Director
Marek Partyš Bistro Films Idea Maker& Film Director
Matouš Fridrich Triad Advertising Creative Director
Maroš Hámorský Triad Advertising Senior Copywriter
Matej Paluš Triad Advertising Account Director
Barbora Ivánová Triad Advertising Art Director
Veronika Augustová Triad Advertising Social Media Lead
Nina Feriancová Bistro Films Production Designer
NIkola Luzárová Triad Advertising Account Manager
Soňa Mládková Triad Advertising Graphic Designer
Michaela Bruhova Triad Advertising Copywriter
David Hofmann Bistro Films DOP
Jan Hofman Bistro Films AC
Viliam Béreš Bistro Films Music
Jiří Ptáček Bistro Films Executive Producer
Tomáš Kutlák Bistro Films AC
Jan Beran Lokacni.cz Locations
Jiří Jirout Triad Advertising Social Media Manager
Hannibal Lang Uitch Iscratch Colorist
Štěpán Drechsler Bistro Films AD
Ondřej Novák Locacni.cz Locations
Pavel Poličár Bistro Films SFX
Tereza Slabá Bistro Films Production Manager
Jan Sléška R.U.R. Post Sound

Write a short summary of what happens in the film

A woman alone in a house is terrorized by an invisible malevolent force – glassware mysteriously smashes on the floor, creaky doors slam shut, objects are hurled at her, her wallet empty while shopping… The film probes the veneer of a seemingly perfect household dripping with sleek Scandinavian style to reveal the reality of living in fear at home. The unseen aggressor turns out to be a more mundane, but no less sinister being – her partner. With domestic violence having increased during the pandemic, worrying stats reveal that 47 percent of women in the region have experienced some kind of abuse at home. It ends with the tagline “domestic abuse is real, even if it’s not visible,” and as many of the victims say, the fear and psychological abuse is worse than bruises. The film is part of IKEA’s mission statement that ‘every home should be a safe place’.

Please tell us about the social behaviour that inspired the work

The role of women in society is irreplaceable. This was highlighted by the ongoing coronavirus crisis, which has multiplied the day-to-day challenges facing women. Reconciling work and family life, labor market insecurity and the growing incidence of violence against women are serious and long-standing issues closely linked to the issue of equality between women and men. One in three women in Czechia, Slovakia and Hungary have experienced some form of domestic abuse, and during the pandemic, the number even increased while the system in our region acts as if the problem doesn’t exist. There are outrageously low penalties for domestic abusers, an absolute lack of support systems for the victims, and zero education about the issue in law enforcement bodies and even the healthcare system. Also, the general public tends to trivialize the issue, and victim blaming is the most common reaction to domestic abuse cases in the media.