Ikea's anti-homophobia ad paints a welcoming portrait of 'home'
Retailer created the film for International Day Against Homophobia, Transphobia and Biphobia
Editor's Pick
Ikea has had a lot to say about what "home" means in recent years, in particular with its "Where Life Happens" ad series in Scandinavia, which has highlighted bittersweet moments from 21st-century family life. Now, a new effort from the retailer's corporate owners Ingka Group looks at "home" in a different light, in a film made to mark this year's International Day Against Homophobia, Transphobia and Biphobia (May 17).
The one-minute video, by We Are Social Milan, aims to make the point that for many LGBT+ people, discrimination is still part of daily life and a feeling of isolation can even extend to their own homes. In the ad, we see footage of all kinds of people inside their homes, as the words on screen remind us that "home" should be somewhere we people feel safe and accepted. It ends with the hashtag #BeSomeonesHome and the message: "Let's make people of all sexual orientations and gender identities feel at home everywhere." While not coronavirus-themed, the campaign may still strike a chord with people confined to their homes during quarantine.
Ingka Group's aim is to invite co-workers and customers to make the LGBT+ community feel at home and welcome in its stores. The hero ad, running on Ikea social channels across 25 of the 30 markets in which it operates, will be accompanied by influencer activity that will see people share their own personal experiences and the struggles they’ve faced.
Credits
- Date
- May 19, 2020
- Client :
- Ikea
- Agency :
- We Are Social-Milan
- Executive Creative Director :
- Alessandro Sciarpelletti
- Executive Creative Production Director :
- Daniele Piazza
- Associate Creative Director :
- Paulo Gonzalez
- Associate Creative Director :
- Mattia Lacchini
- Senior Art Director :
- Chiara Giannuzzi
- Senior Creative :
- Camilla Vanzulli
- Editor :
- Sergio Giussani
- Creative :
- Lorenzo Canazza
- Art Director :
- Giulia De Chirico
- Group Account Director :
- Francesca Feller
- Senior Account Director :
- Mirco Bertola
- Account Manager :
- Leandro Iorio
- Account Executive :
- Alessia Bloise
- Head of Strategy :
- Bruno Tecci
- Strategy Supervisor :
- Marta Prosperi
- A production :
- We Are Social Studios
- Creative Production Supervisor :
- Alberto Monti
- Producer :
- Giulia Camera
- Video Editor :
- Andrea Grieco
- Video Editor :
- Diana Borinato
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