IKEA Film, Case study 25m2 Syria [video] by POL Oslo

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25m2 Syria [video]

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Industry Department Stores & Shopping Malls, Charities, Foundations, Volunteers
Media Film, Case study
Market Norway
Agency POL Oslo
Art Director Snorre Martinsen
Copywriter Maja Folgero
Designer Christian Lauritzen, Andrea Engum, Ole Jakob Bøe Skattum
Released October 2016

Awards

Cannes Lions 2017
Promo And Activation Sectors: Charities & Non-profit Silver Lion
Promo And Activation Use of Promo: Experience: Immersive Customer Experience Silver Lion
PR Practices & Specialisms: Business Citizenship / Corporate Responsibility Bronze Lion
PR Sectors: Charities & Non-profit Bronze Lion

Credits & Description

Title: 25m2 Syria
Agency: Pol
Brand: Tv-Aksjonen Nrk, Ikea, Red Cross
Country: Norway
Entrant Company: Pol, Oslo
Advertising Agency: Pol, Oslo
Pr Agency: Pol, Oslo
Production Company: Pol, Oslo
Designer: Ole Jakob Bøe Skattum (Pol)
Copywriter: Maja Folgerø (Pol)
Art Director: Snorre Martinsen (Pol)
Account Manager: Ina Egelandsdal (Pol)
Account Director: Monika Augustsson (Pol)
Designer: Andrea Engum (Pol)
Designer: Christian Lauritzen (Pol)
Agency Producer: Ulla Hennig (Pol)
Project Manager: Tone Bøygard (Pol)
Set Designer: Astrid Maria Sætren (Astrid Maria Sætren)
Synopsis:
Being one of the world’s leading humanitarian organizations the Red Cross gets access to people and places that are hard to reach otherwise. During Norway’s annual fundraising event “Tv-aksjonen,” our goal was to raise money for the Red Cross and those who have lost everything in war and conflict.
Outcome:
25m2 of Syria was one of several initiatives to get people involved in the annual fundraising event “TV-aksjonen”. All together 23 million Euros were donated. Sms-donations were record high at 15 million NOK and over 100 000 people got involved. 25m2 SYRIA was covered by hundreds of international news channels and sites, reaching millions of people all over the world. Being a low budget charity work, we had no trackers in place for international coverage. But it's safe to say that it's reached a global audience in the hundreds of millions. International news channels, design and architecture magazines, tech-sites, fashion magazines – every news station or magazine found their angle.Some of the most significant news outlets:CNN, The Mirror, El Pais, Der Spiegel, Stern, Huffington Post, Fast Company, Mashable, FOX, The Independent, Wired, Die Welt, Bento, AdWeek,
Strategy:
There’s no lack of images and videos from Syria, but it all seems so far away. What if we could give people a first person experience of how it is to live in a war zone? What if we built the replica of a Syrian home? And let people discover and read the stories of the people living there. In the ultimate place where families go to plan their own future: At IKEA. And for all those who can’t be there – let’s film the experience and share it with renowned journalists, with different approach depending on who we were talking to.
Campaign Description:
25m2 of Syria was an unusual apartment at IKEA.Built as a replica of the real home of Rana and her family of 9 in Damascus, we wanted people to see how it really is to live in a war zone. And why they should donate to the Red Cross. The iconic posters and price tags told the story of how people live - caught in the crossfire of Syria’s civil war. And most importantly: On every little tag we let you know how you can help!To get our message out to more than the warehouse visitors, we filmed 25m2 Syria and people’s reactions. News channels and blogs shared it with millions of viewers on every continent. And now, we are creating an IKEA-template, so the home can be rebuilt in other countries too. And help even more people in desperate need of aid.
Relevancy:
25 m2 Syria was depending on our PR-strategy – otherwise only 80 000 Norwegian IKEA visitors would've experience the message. Instead we reached millions and received over 23 million Euros in donations to the Red Cross and victims of war. All thanks to our case film that was sent to chosen International news outlets and spread on Facebook. Though we would've loved to build 25m2 Syria in more IKEA warehouses – the film managed to convey our message globally: We have more in common than what divides us. Because everyone wants the same for their children: A safe home.
Execution:
Opened by the Norwegian head of the Red Cross on Monday October 17th - the installation was open to the public for two weeks. At the opening we got national coverage from newspapers and tv-stations in Norway. But our goal wasn't just national coverage: 80 000 IKEA customers got to visit 25 m2 Syria live. But millions got to take the tour when we launched our viral video - a few days later. Shared on facebook and to specific new outlets - it didn't take long before CNN called us back. And El Pais. And Stern. And Canadian universities. And IKEA customers all over the world who wanted us to build it in their country too.