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PHNX Awards

Creative Award
Paris, France
IKEA - "The Suitcase" by PHNX Awards 2023

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TitleThe Suitcase
Agency
Campaign The Suitcase
Advertiser IKEA
Brand IKEA
PostedJune 2022
Business Sector Home Appliances, Furniture & Gardening
Story In 2022 millions of Ukrainians have been forced to give up their homes, professions and families. They fled leaving everything behind and with their whole life packed in a suitcase. Literally.IKEA had already recovered and furnished unused spaces to turn them into welcoming places for Ukrainian refugees. But it wasn’t enough: they needed to feel the warmth of a home again. Our goal was to give it back to them and, in order to do it, people needed to face the reality. So, we metaphorically packed the entire contents of an IKEA setting room into a suitcase.From April 22 to May 8 in all IKEAs across Italy, we exhibited a room setting completely empty and with only a suitcase inside. Walking though the stores, customers faced this strong image that invited them to donate essential goods to Ukrainian refugees. For each donation made, IKEA had added another one.
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