IKEA Pride IDAHOT Campaign 2021

Creative Direction | Art Direction | Filmmaking - Given

To mark the 2021’s International Day Against Homophobia, Transphobia and Biphobia, and Pride, IKEA wanted to show how everyone – from its employees to its customers – could play an important part in making more LGBT+ people feel at home.

Steering well away from the corporate ‘rainbow-washing’, this global campaign had to demonstrate levels of progress in different markets, ensuring our message of support rung true. We talked to individuals from the LGBT+ community, leaders from LGBT+ charities, and IKEA colleagues from global markets to understand what the community was going through, and what support would be most welcomed.

Our creative platform, ‘Progress is Made’, with a progress-flag coloured Allen Ally key, shows that it takes hands-on action to achieve the equality that the world needs. Our goal was to create a toolkit of creative assets that markets around the globe could use to promote our IDAHOT ally message. We saw our campaign live accross multiple channels: from internal events, organic social media to product print ads.