IKEA - "The Drawing"

DDB Group Italy

DDB Group Italy Milan, Itália

Prêmios

8660

Esse anúncio faz parte da Coleção ACT Responsible

Marca: IKEA
País: Itália

Anunciante: IKEA

Titulo	The Drawing
Agência	DDB Group Italy
Campanha	The Drawing
Anunciante	IKEA
Marca	IKEA
Posted	Outubro 2020
Sector Empresarial	Drogarias, lojas especializadas
História	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.
Tipo de Mídia	Case Study
Comprimento	120 seconds
Chief Creative Officer	Luca Cortesini
Director executivo criativo	GABRIELE Caeti
Director criativo	Samantha Scaloni
Director criativo	Marco Zilioli
Equipa criativa	Camilla Nani
Equipa criativa	Andrea Muccioli
Equipa criativa	Giovanni-Luca Orlandi
Equipa criativa	Rebecca Pronello Rossetti
Director de contas	Davide Bergna
Supervisor de conta	Azzurra Ricevuti
Planeador estratégico	Marco Mammino
Produtora	Karen Film
Produtor executivo	Tommaso Pellicci
Realizador	Mauro Lodi
Production Manager	Stefano Ottorino
Audio Post	Screenplay Productions
	Gianfranco Clerici