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Creative Award
Paris, France
IKEA - "The SUITCASE (Board)" by PHNX Awards 2023

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TitleThe SUITCASE (Board)
Agency
Campaign The Suitcase
Advertiser IKEA
Brand IKEA
PostedFebruary 2023
Product Furniture
Business Sector Drugstores, Specialty Stores
Story In 2022, the war disrupted the lives of millions of Ukrainians forcing them to abandon their homes, professions and families. They fled leaving everything behind and with their whole lives in a suitcase. With “A place to call home” project IKEA had already recovered unused spaces to welcome Ukrainian refugees, but it wasn’t enough to make them feel the warmth of home again. Our goal was to give it back to them, by making people act. In order to do it, we created a never-seen-before experience for IKEA costumers who, while were looking to shape their home, faced the reality of those who no longer have one. From April 22 to May 8 2022, we gave shape in all IKEAs across Italy 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. A powerful and immersive experience for people that were walking through well-furnished stores, that made them stop and take action donating essential goods to Ukrainian refugees. For each donation made, IKEA had added another one. Our campaign achieved a nationwide impact 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 in Italy.
Media Type Case Study
Advertising Agency DDB Group Italy, Milan
Production Company Karen Film, Milan
Chief Creative Officer Luca Cortesini – DDB Group Italy
Executive Creative Director Gabriele Caeti – DDB Group Italy
Creative Director Salvatore Zanfrisco – DDB Group Italy
Creative Director Samantha Scaloni – DDB Group Italy
Creative Director Stefano Castagnone – DDB Group Italy
Copywriter Noa Consigli – DDB Group Italy
Art Director Linda Faini – DDB Group Italy
Account Director Davide Bergna – DDB Group Italy
Account Supervisor Azzurra Ricevuti – DDB Group Italy
Account Executive Giulia Silvi – DDB Group Italy
Director Mauro Lodi – Karen Film
Executive Producer Tommaso Pellicci – Karen Film
Producer Stefano Ottorino – Karen Film
Producer Camilla Colombi – Karen Film
Post Production Supervisor Giancarlo Giani – Karen Film
Editor Sara Dicorato – Karen Film
Color Grading Luca Parma – Karen Film