🏠 IKEA Familiarised.
We know more about social media and the online world than we do about our own family.
The uncontrolled way that we use technology and social media networks means that we spend less time with the people around us. We’ve lost the ability to spend time with each other and be together at home.
To raise awareness in society about this problem, we created Familiarised, a Christmas quiz show where we challenge real families to show us what they know about social media but also about those closest to them.
→ integrated, branded content, social.
Board Game.
We also launched a 100% analogical board game where people can get to know their families better.
The only requisite to play is to switch off your mobile phone.
More than 60,000 families played it over Christmas.
Social.
To show our commitment to this cause, IKEA disconnected all activity on its social media accounts from 24 December to 1 January.
✩ recognitions
Cannes Lions 2019 → Film | Shortlist
Cannes Lions 2019 → PR | Shortlist
New York Festivals 2019 → Branded Content & Entertainment | Second Prize Award
Eurobest 2019 → Brand Experience & Activation | Shortlist
El Ojo de Iberoamerica 2019 → PR | Gold
El Ojo de Iberoamerica 2019 → Film | Silver
El Ojo de Iberoamerica 2019 → Digital & Social | Silver
El Ojo de Iberoamerica 2019 → Direct - Silver
El Ojo de Iberoamerica 2019 → Integrated Campaigns | Bronze
CdeC 2019 | Spanish Creative Club → Ideas | Silver
CdeC 2019 | Spanish Creative Club → Craft | In book
El Sol 2019 → Film | Silver
El Sol 2019 → Film | Bronze
El Sol 2019 → PR | Bronze
LAUS Awards 2019 → Branded Content | Silver
LAUS Awards 2019 → Online Film | Bronze
YouTube → #1 Trending Video in Spain | Colombia | Argentina | México | Uruguay | 10M views in 5 days