The One Show
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Category
Brand Installations
Annual ID
OS23_EX028B
About the Work
The war upended lives of 27 millions Ukrainians, forcing them to abandon their homes, professions, and families. They fled leaving everything behind with their life packed in a suitcase.
With “A place to call home" project, IKEA Italy has always been committed to give a sense of home to those who need it most. Over the past 10 years, the brand has contributed to many housing projects all over Italy, making them immediately available to Ukrainian refugees too.
But it wasn’t enough to make them feel the warmth of home again. Our goal was to give it back to them, making people take action.
But in order to do it, they needed to face reality. So, we put all IKEA customers looking for the perfect solution to add warmth to their homes in front of the reality of those who had to leave their own.
From April 22 to May 8 2022, in all IKEAs across Italy we gave shape to what’s left of an Ukrainian refugee’s home, metaphorically packing the content of a room setting in a suitcase. Like all refugees were forced to do.
We exhibited a room setting completely empty with only a suitcase inside. With this unique installation we brought people face to face with every refugee’s reality and invited them to take action, donating essential goods to Ukrainian refugees.
We brought our campaign to 21 Italian IKEA stores, achieving a nationwide impact. We recorded 2.9M total reach and 7.5K interactions, but the most important result is that just in the first week we recorded 2.3K donations sent to the 700 hosting houses of the IKEA’s project “A place to call home” which gave many Ukrainian refugees a place to live, starting to give back a sense of home to those who left it behind.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
DDB Group Italy / Milan
Art Director
Linda Faini
Copywriter
Noa Consigli
Chief Creative Officer
Luca Cortesini
Creative Director
Salvatore Zanfrisco
Samantha Scaloni
Stefano Castagnone
Director
Mauro Lodi
Editor
Sara Dicorato
Executive Creative Director
Gabriele Caeti
Executive Producer
Tommaso Pellicci
Producer
Camilla Colombi
Stefano Ottorino
Account Supervisor
Azzurra Ricevuti
account director
Davide Bergna
Account executive
Giulia Silvi
Color Grading
Luca Parma
Post Production Supervisor
Giancarlo Giani
Production
Karen Film
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