In Italy 1 in 3 women has experienced domestic violence. In order to aware IKEA’s customer about this shocking truth, we created an in-store ambient media in collaboration with the non-profit organization Telefono Donna during the International Day of the Elimination of Violence against Women, the 25th of November. We closed one of the IKEA’s rooms with a wall and we placed inside it a special amplifier that spreads the sound of the real domestic violence stories. Then customers read our message: “Violence is closer than you think, sometimes there’s just a wall between you and it.” “The Room” got thousands of IKEA customers to stop their store-journey and live a touching sound experience. All the experience has been shared on social media reaching over 62 million people, 237 media mentions and more than 50.000 social reactions, convincing Italians that at IKEA you can find a room for everything but there’s no room for violence.
Agency: DDB GROUP ITALY
Production: KAREN FILM
Director: MAURO LODI
Executive Producer: TOMMASO PELLICCI
DoP: MAURO LODI
Production Manager: STEFANO OTTORINO
Editor: MAURO LODI