IKEA: HIDING THE CLOSET

Finalist on WWP Creative Jam

All around the world, there are still people who feel they have to hide their true sexual orientation. That’s what gives meaning to the infamous phrase: “living in the closet.”

Closets were created to help us express ourselves — to store our style, our memories, our identity. But along the way, they became a symbol of hiding who we truly are. What if the world’s largest furniture brand could redesign what the closet stands for?

On May 17 — International Day Against Homophobia, Transphobia, and Biphobia — IKEA will make a bold statement. We’ll hide every single closet: in stores, on our website, on billboards, everywhere. In their place, only one message will remain: "No closets today. Only room for love."

Art Director: Amanda Laboredo
Copywriter: Henrique Santos
Agency: Bar Ogilvy