Ikea Campaign Takes a Stand Against Homophobia, Transphobia and Biphobia

#BeSomeonesHome campaign asks families to be accepting of all genders and identities by making everyone feel at home.

Ikea takes a stand against homophobia, transphobia and biphobia in new spot. - Credit by We Are Social Milan/Ikea
Headshot of Sara Spary

Ikea has rolled out a new global campaign rallying support for the LGBTQ community by saying everyone deserves to feel “at home.”

Launched in Italy on May 17 to mark International Day Against Homophobia, Transphobia and Biphobia, the #BeSomeonesHome campaign from agency We Are Social’s Milan office features a 1-minute film that illustrates how a feeling of safety and security is what creates a feeling of home. It will run across 25 markets including the U.S., U.K., India, Canada and Italy.


The agency said its campaign addresses the fact that many LGBTQ people face discrimination throughout their daily lives, with a feeling of isolation often even extending to their own homes.

With millions around the world now spending more time than ever at home due to the Covid-19 pandemic, the Ikea campaign urges people to make the LGBTQ community feel at home a”by embodying a shelter for all those who are discriminated against.”

Ikea has one of the global brand marketing world’s longer track records when it comes to LGBTQ support. In 1994, the retailer faced conservative boycott threats over its U.S. ad featuring a gay couple, but Ikea continued to run the spot.

CREDITS:
Agency: We Are Social Milan
Executive creative director: Alessandro Sciarpellett
Executive creative production director: Daniele Piazza
Associate creative director: Paulo Gonzalez, Mattia Lacchini
Senior art director: Chiara Giannuzzi
Senior creative: Camilla Vanzulli
Editor: Sergio Giussani
Creative: Lorenzo Canazza
Art director: Giulia De Chirico
Group account director: Francesca Feller
Senior account director: Mirco Bertola
Account manager: Leandro Iorio
Account executive: Alessia Bloise
Head of strategy: Bruno Tecci
Strategy supervisor: Marta Prosperi
Production: We Are Social Studios
Creative production supervisor: Alberto Monti
Producer: Giulia Camera
Video Editor: Andrea Grieco, Diana Borinato.


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.