The One Show
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Category
Popular Culture Impact
Annual ID
OS24_CD018M
About the Work
Italy has a massive issue with combating domestic violence against women, and even the resolutive A.S.2530 draft law has been pending since February 2022.
On the International Day for the Elimination of Violence Against Women, IKEA launched SÄKERHET, a wardrobe specific lock designed to shut yourself from the inside. A brand-new product with a strong provocative nature and an even stronger message: if you are a woman in Italy, a lock can protect you more than the law. SÄKERHET was launched with an omnichannel approach, just like any new IKEA product, with a special focus on the instore display, where the wardrobes became the outstanding media to let the customers face the disturbing reality firsthand. The campaign took place in all 21 IKEA Italy stores and channels, with the support of the influencers, to spread the message to the widest audience. Our approach didn't stop at our customers, but we reached those who have the power to make a change, by sending SÄKERHET to over 90 politicians, up to Prime Minister Giorgia Meloni.
On the International Day for the Elimination of Violence Against Women, IKEA launched SÄKERHET, a wardrobe specific lock designed to shut yourself from the inside. A brand-new product with a strong provocative nature and an even stronger message: if you are a woman in Italy, a lock can protect you more than the law. SÄKERHET was launched with an omnichannel approach, just like any new IKEA product, with a special focus on the instore display, where the wardrobes became the outstanding media to let the customers face the disturbing reality firsthand. The campaign took place in all 21 IKEA Italy stores and channels, with the support of the influencers, to spread the message to the widest audience. Our approach didn't stop at our customers, but we reached those who have the power to make a change, by sending SÄKERHET to over 90 politicians, up to Prime Minister Giorgia Meloni.
2024 Awards
Total Points: 3
Merit
Credits
Agency
DDB Group Italy / Milan
Chief Creative Officer
Luca Cortesini
Creative Director
Salvatore Zanfrisco
Stefano Castagnone
Editor
Filippo Lorenzi
Sara Dicorato
Executive Creative Director
Gabriele Caeti
Executive Producer
Tommaso Pellicci
Producer
Margherita Bardari
Art Director Supervisor
Francesca Nepote
Copywriter Supervisor
Federico Anelli
Director & DOP
Mauro Lodi
Junior Art Director
Giusy De Vito
Leticia Fernandez de Villavicencio Guerra
Junior Copywriter
Ludovica Piro
Mario Cipriano
Account Executive
Giulia Silvi
Account Supervisor
Azzurra Ricevuti
Client Service Director
Davide Bergna
Planning director
Carlotta Asti
Producer Assistant
Rebecca Ferri
Production
Karen Film
Strategic planner
Sefora Avenia
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