During the holidays, families come together to share meals and company. But often the thing they end up sharing is silence, as everyone stares at their own phones.
A stunt in IKEA Spain proves the point, when four families come together for a contest. It’s a trivia game of elimination, with individual family members getting quizzed by an offscreen announcer about Instagram celebrities, memes and TV shows. The young children nail these easy queries, and even the adults make it past the early rounds of pop culture interrogation.
But the mood turns somber when the questions get more personal. The first elimination comes when Maria knows where a pair of YouTube stars met, but has no idea how her parents met. Jesus’ son is knocked out of contention when he can’t name his father’s job, and Jesus follows soon after when he has no idea what his wife’s dream is.
It’s a sobering situation as family members drop out one by one, and it’s a disquieting to see how little some of the contestants know their own families. Fortunately, they’re all invited back to the table for a meal, this time without phones.
The campaign from McCann and MRM//McCann Spain, “Disconnect to Connect,” doesn’t let Ikea off the hook, either. The retailer is blacking out its social media accounts in Spain from Christmas Eve until New Year’s Day in solidarity with the campaign. Customers don’t need to stay completely off social media, though (just during dinner) so Ikea is also providing shareable memes with messages like “My gran is an influencer.”
Ikea also created a board game called “Familiarised,” which lets players test their knowledge about family members It's distributing it to all Ikea employees in Spain, along with their family members and the brand’s ambassadors. A digital version will also be available in Spain, but to activate the game, smartphone users will need to switch to airplane mode first.