IKEA - "The Drawing"

DDB Group Italy

DDB Group Italy Milan, Italien

Awards

8658

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: IKEA
Länder: Italien

Werbende: IKEA

Titel	The Drawing
Agentur	DDB Group Italy
Kampagne	The Drawing
Werbende	IKEA
Marke	IKEA
Posted	Oktober 2020
Geschäftsbereich	Fachgeschäfte
Story	In Italy, thousands of children are orphaned each year due to domestic femicide. Italians ignore this, including the government who was withholding €12M in funding for them, due to bureaucracy and lack of public awareness. How could we raise awareness to release the funds while helping prevent future femicides? Through the only way children ask for help: drawings. On International Children’s day we placed 2,000 copies of a real drawing made by a femicide orphan in all Italian IKEAs. We proved that without any formal training, nobody knew what to look for, until we told people the story behind the drawing with an immersive experience that we shared online. We asked for a change with a petition and we sparked a conversation: in less than a month we got 8x the number of signatures needed for the petition. And most importantly, the Italian Minister for Economic Affairs unlocked the funds.
Medientyp	Case Study
Länge	120 seconds
Chief Creative Officer	Luca Cortesini
Executive Creative Director	GABRIELE Caeti
Creative Director	Samantha Scaloni
Creative Director	Marco Zilioli
Creative Teammitglied	Camilla Nani
Creative Teammitglied	Andrea Muccioli
Creative Teammitglied	Giovanni-Luca Orlandi
Creative Teammitglied	Rebecca Pronello Rossetti
Etatdirektor	Davide Bergna
Account Supervisor	Azzurra Ricevuti
Strategieplaner	Marco Mammino
Produktionsfirma	Karen Film
Executive Producer	Tommaso Pellicci
Regisseur	Mauro Lodi
Produktionsmanager	Stefano Ottorino
Audio Post	Screenplay Productions
	Gianfranco Clerici