| Title | 25m2 SYRIA |
| Brief | When you visit IKEA, the home interiors on display are always picture perfect. But “25 square metres of Syria” was different. It was an accurate reproduction of a real home just outside Damascus in Syria. IKEA’s posters and price tags told the story of the family and gave visitors a sense of what it must be like to live in a war zone. |
| Agency | POL Oslo |
| Campaign | 25m2 SYRIA |
| Advertiser | Red Cross, NRK TV-aksjonen, IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2016 / 10 |
| Business Sector | Home Furniture |
| Story | 25 m2 of Syria is an apartment at IKEA Slependen (flagship store in Norway). But it is not one of the "picture perfect" homes that are usually on display.The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. For two weeks the installation was an initiative to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations went to the Red Cross, and people living in war and conflict.IKEA partnered with the Red Cross to promote the cause.It was important to get the public involved, and to really understand where the help was going. So the decision to builda replica of a Syrian home at IKEA was made. IKEA’s vision is ‘to create a better everyday life for the may people’. So this partnership was both natural, giving and especially relevant for the cause.The iconic IKEA-posters and price tags told the story of how people live. Lacking food, medicines and access to clean water. Caught in the crossfire of Syria’s civil war. But most importantly: On every little tag we let the public know just how they could help. |
| Philosophy | It was important to get the public involved, and to really understand where the help was going. So the decision to builda replica of a Syrian home at IKEA was made. IKEA’s vision is ‘to create a better everyday life for the may people’.So this partnership was both natural, giving and especially relevant for the cause. The iconic IKEA-posters and price tags told the story of how people live. Lacking food, medicines and access to clean water.Caught in the crossfire of Syria’s civil war. But most importantly: On every little tag we let the public know just how they could help. By joining ‘NRK TV-aksjonen’, or donating through their mobile. |
| Problem | - Raise funds for norway's yearly fundraising event NRK TV-aksjonen. - Engange public and raise awareness around the topic. - Help 2 million people living in war and conflict zones. |
| Result | 25m2 SYRIA has been covered by national and international media such as: CNN, AdWeek, Wired, MSN, NRK, Creative Rewiev, Resume, The Inspiration, dezeen, designboom, DesignTaxi etc. The installation was at IKEA Slependen from october 17th - 31st. this year.Weekly visitors at IKEA Slependen: 40 000This s part of a campaign that in total raised 221 000 000 NOK (22m Euros)Mobile donations were record high at 15 000 000 (1,5m Euros)In a country (Norway) of just 5 million people, we gathered enough funds to let Red Cross help over 2 million others. |
| Media Type | Digital |
| Length | |
| Creative / Art Direction | Snorre Martinsen |
| Copywriter | Maja Folgerø |
| Account Manager | Ina Egelandsdal |
| Account Director | Monika Augustsson |
| Designer | Christian Lauritzen |
| Designer | Andrea Engum |
| Designer | Ole Jakob Bøe Skattum |
| Agency Producer | Ulla Hennig |
| Agency Producer | TONE BØYGARD |