With "Keep It At Home", IKEA turned the most common homophobic insult in Italy into a celebration of the LGBT+ rights, giving this sentence a new, positive meaning. The campaign background is very simple and - unfortunately - up-to - date: the LGBT+ community can't feel at home everywhere. Even today, there are lots of people who become victims of discriminatory words and actions whenever they share the simplest gestures of affection in public - and the Italian homophobic expression “keep it at home” is a tangible proof of this problem.
On the International Day Against Homophobia, Biphobia, Interphobia and Transphobia, IKEA launched a video that portrays real LGBT+ couples in different places where they did not feel at home and where they stood for the community’s freedom on May 17th.
Film advertisement created by We Are Social, Italy for IKEA, within the category: House, Garden.
Creative Director: Alessandro Sciarpelletti, Paulo Gonzalez, Daniele Piazza
Art Director: Mattia Lacchini, Chiara Giannuzzi, Giulia De Chirico
Copywriter: Camilla Vanzulli, Lorenzo Canazza
Director: Nicolò Bravetta
Account Team: Francesca Feller, Mirco Bertola, Leandro Iorio, Alessia Bloise