Creatively, it was also a dream to tie the idea of a business which encourages us all to get our hands dirty and build something ourselves with the ambition of progress within the LGBT+ community.” The wide range of people represent the diversity within the community and work to ensure all people feel welcome at IKEA as employees or customers.īecks Williams, Given’s creative director says, “At the outset, Ingka Group made it clear they wanted the campaign to touch on the issue of intersectionality within the LGBT+ community but they wanted us to show this, rather than explain it. The messaging puts a creative spin on inclusion and diversity by linking back to IKEA as a brand, highlighting how people can build their own identity, much like IKEA products.įour real people from the LGBT+ community feature in the campaign, including some IKEA workers. The campaign was planned around the theme of progress, with the visuals and colours taking inspiration from Quasar’s Progress Pride Flag. IKEA is part of the Inka Group, which has a global LGBT+ inclusion plan and is a member of the initiative, Open for Business 2020. The video campaign gave an authentic space for people of minorities to speak up and represent the many identities within the LGBT+ community. Given was briefed to highlight IKEA’s commitment to the LGBT+ community and support progress among IKEA co-workers, its customers and in the world.
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