IKEA: Ghost
IKEA sought to demonstrate its brand purpose for a happy home by addressing the serious issue of domestic violence. The client wanted to raise public awareness about its often invisible nature, targeting a broad audience to spark conversation and action.
Creative Idea
IKEA used a ghost metaphor to reveal the hidden reality of domestic violence.
IKEA leveraged horror movie tropes, depicting a woman tormented by a 'ghost' in her home, to chillingly reveal the hidden reality of domestic violence perpetrated by her husband, aligning with its purpose for a happy home.
Creative Strategy Deconstructed
Company
IKEA's brand purpose for a happy home enabled it to credibly address the often-hidden issue of domestic violence.
Category
Home furnishing brands typically focus on comfort, aesthetics, or functionality, avoiding serious social issues like abuse.
Customer
The audience needed to confront the uncomfortable truth that domestic violence is often invisible, even within seemingly happy homes.
Culture
Growing global awareness and conversations around gender-based violence and the need for brands to take a stand.
Company
IKEA's brand purpose for a happy home enabled it to credibly address the often-hidden issue of domestic violence.
Category
Home furnishing brands typically focus on comfort, aesthetics, or functionality, avoiding serious social issues like abuse.
Strategy:
IKEA made invisible domestic violence visible, reinforcing its commitment to a truly happy home.
Customer
The audience needed to confront the uncomfortable truth that domestic violence is often invisible, even within seemingly happy homes.
Culture
Growing global awareness and conversations around gender-based violence and the need for brands to take a stand.
Strategy:
IKEA made invisible domestic violence visible, reinforcing its commitment to a truly happy home.
Strategy Technique
Make the Invisible Visible
IKEA used a supernatural ghost metaphor to make the invisible nature of domestic violence visible. This powerfully exposed the hidden suffering within homes, aligning with its brand purpose.
Explore Technique
Creative Technique
Horror movie
The campaign utilized horror movie elements like unexplained phenomena and suspense. This effectively created a chilling atmosphere to represent the unseen terror of domestic abuse.
Explore Technique
