Ikea's anti-homophobia ad paints a welcoming portrait of 'home'

Retailer created the film for International Day Against Homophobia, Transphobia and Biphobia

Published On
May 19, 2020

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.



May 19, 2020
Client :
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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