SAKERHET

Creative idea

SÄKERHET was launched as a wardrobe specific lock designed to close yourself from the inside, saving women from domestic violence. After presenting it with a classic ominichannel launch, as any new IKEA product, and introducing it the store path, applying it to real wardrobes, to make the experience more real, we 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.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: Furniture
Campaign name: SAKERHET
Agency network: DDB WORLDWIDE
Agency: DDB Group Italy, Milan
Media agency: Wavemaker, Italy
Production company: Karen Film
Executive creative director: Gabriele Caeti
Creative director: Stefano Castagnone, Salvatore Zanfrisco
Art director: Francesca Nepote - Art Director Supervisor
Copywriter: Federico Anelli - Copywriter Supervisor
Account director (agency): Davide Bergna
Strategic planner / strategist: Sefora Avenia
Senior planner: Carlotta Asti - Planning Director
Film production: Karen Film
Director: Mauro Lodi
Director of photography: Mauro Lodi
Agency producer: Tommaso Pellicci, Margherita Bardari
Additional company: Chief Creative Officer: Luca Cortesini Art Directors Junior: Giusy De Vito, Leticia Fernandez de Villavicencio Guerra Copywriters Junior: Ludovica Piro, Mario Cipriano Account Supervisor: Azzurra Ricevuti Account Executive: Giulia Silvi Producer Assistant: Rebecca Ferri (Karen) Editors: Sara Dicorato, Filippo Lorenzi (Karen)