Domestic violence alarm
BRAND PURPOSE CAMPAIGN
In January 2022 IKEA Russia was preparing to launch a large-scale program to help domestic violence victims. The agency was supposed to raise the awareness of this program and show that IKEA could help the victims.
I came up with the campaign idea and all the activations and pitched them to a client. Pitch was won, however campaign was cancelled due to the war in Ukraine.
Sometimes household goods see no good. Interior items are happen to be the only witnesses of domestic violence. It’s time to give them voice. I suggested IKEA could recreate a room with domestic violence traces and use price tags as storytellers.
CHALLENGE
MY ROLE
SOLUTION
For people to pay attention to suspicious noise not only in the IKEA store, but also behind their wall, I suggested to record the song "My Neighbors" with the sounds of the most common signals of domestic violence and do it together with a popular cover band. Based on this melody, I suggested creating an unskippable ad — an advertising pre-roll on YouTube that cannot be missed.
