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GABRIELE Caeti
GABRIELE Caeti
Executive Creative Director at DDB ITALY
MILAN, Italien
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TitelSakerhet
Agentur
Kampagne Sakerhet
Werbende IKEA
Marke IKEA
Datum der ersten Ausstrahlung/Veröffentlichung 2022 / 11
Geschäftsbereich Fachgeschäfte
Story On November 25th 2022, the International Day for the Elimination of Violence Against Women, we launched SÄKERHET, a wardrobe specific lock designed to close yourself from the inside, saving women from domestic violence. While presenting it with a classic ominichannel launch, as any new IKEA product, we exploited a very specific media that helped us enhance and make the message even more impactful: the real wardrobes in the stores. This sparked some confusion among the public opinion, only to reveal afterwards the sad truth: if you are a woman in Italy, a lock can protect you more than the law. Thus, we highlighted the urgency to approve a pending law to give domestic violence victims a rightful protection.
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