THE GHOST

TitleTHE GHOST
BrandIKEA
Product/ServiceIKEA FOR A SAFE HOME
Category A01. Direction
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
Nina Feriancová Bistro Films Production Designer
NIkola Luzárová Triad Advertising Account Manager
Soňa Mládková Triad Advertising Graphic Designer
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
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 IKEA 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% 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’.

Cultural / Context information for the jury

The role of women in society is irreplaceable. This was also pointed out 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 that are closely linked to the issue of equality between women and men. Domestic violence in CZSKHU region in numbers • 47% women have experienced some form of psychological abuse (FRA research) • 21% women have experienced physical or sexual abuse (FRA research) • 40% victims of domestic violence decided to seek help during the first wave of the pandemic 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 the healthcare system.

Tell the jury anything relevant about the direction. Do not name the director.

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 is empty while shopping… Domestic violence victims say that the constant fear and psychological abuse is much worse than the injuries. Moreover, showing the bruises and other marks of domestic violence in campaigns appear not to work anymore. Horror tropes were employed for audiences to understand that living with a bully is like living in a house of horrors. This is because “domestic abuse is real, even if it’s not visible”. The idea probes the veneer of a seemingly perfect IKEA household dripping with sleek Scandinavian style in order to reveal the reality of living in fear at home. A woman’s unseen aggressor turns out to be a less spiritual, but no less sinister being – her partner.