IKEA - "The Room"

DDB Group Italy

DDB Group Italy Milan, Italy

Awards

3488

This ad is part of the ACT Responsible Collection

Brand: IKEA
Country: Italy

Advertiser: IKEA

Title	The Room
Brief	We closed one of the IKEA’s rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna"The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were the neighbour of a domestic violence victim. A message on the wall said: " “Violence is closer than you think, sometimes there’s just a wall between you and it.”. A call to action invited customers to support and discover Telefono Donna.
Agency	DDB Group Italy
Campaign	The room
Advertiser	IKEA
Brand	IKEA
Posted	February 2019
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	In Italy 1 in 3 women has experienced domestic violence.  93% of cases of domestic violence are not reported. For the International Day of the Elimination of Violence against Women, the 25th of November, IKEA wanted to take a strong stand against this issue.Become the most active brand on the topic, claiming IKEA's role as top of mind brand in the home area. Aware Italian IKEA’s stores visitors (18 million/year) about this shocking truth, offering a solution thanks to the collaboration with the non-profit organization "Telefono Donna".
Media Type	Digital
Executive Creative Director	Luca Cortesini
Creative Director	Matteo Pozzi
Creative Director	Samantha Scaloni
Creative Director	Davide Canepa
Art Director	Luciano Marchetti
Production Company	Karen Film
Director	Mauro Lodi
Head of Production	Tommaso Pellicci
Producer	Stefano Ottorino
Account Director	Davide Bergna
Strategic Planner	Luca Tapognani