SAKERHET

Creative idea

SÄKERHET was launched as a wardrobe specific lock designed to close yourself from the inside, saving women from domestic violence. While presenting it with a classic ominichannel launch, as any new IKEA product, we exploited a very specific media that enhanced the message: the real wardrobes in the stores. This 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)