IKEA - "Ghost" by Art Directors Club of Europe 2021
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| Title | Ghost |
| Brief | A woman alone in a house is terrorized by an invisible malevolent force – glassware mysteriously smashes on the floor, creaky doors slam shut, objects are hurled at her, her wallet is empty while shopping…Domestic violence victims say that the constant fear and psychological abuse is much worse than the injuries. Moreover, showing the bruises and other marks of domestic violence in campaigns appear not to work anymore.Horror tropes were employed across media for audiences to understand that living with a bully is like living in a house of horrors. This is because “domestic abuse is real, even if it’s not visible”.The idea probes the veneer of a seemingly perfect IKEA household dripping with sleek Scandinavian style in order to reveal the reality of living in fear at home. A woman’s unseen aggressor turns out to be a less spiritual, but no less sinister being – her partner. |
| Agency | Triad |
| Campaign | For a safe home |
| Advertiser | IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Tagline | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Digital |
| Length | |
| Production Company | B...ro F...s Subscribers Only |
| Director of Photography (DOP) | D...d H....nn Subscribers Only |
| Executive Producer | J..i P...ek Subscribers Only |
| Line Producer | T...za S...a Subscribers Only |
| Director | M...k P...yš Subscribers Only |