"Do it at your home" is the Italian homophobic expression that labels LGBT+ people as out of place wherever they kiss, hug, hold hands in public.
In order to reclaim the right of the LGBT+ community to feel at home everywhere, IKEA turned this insult into an inclusive call to action: "Do it at your home. Because home is wherever you are.”
On International Day Against Homophobia, we brought nine LGBT+ people back to the places where they were offended with the expression "do it at your home" and we had them share the affection they couldn't express before, right there.
Because even there, they should feel home.
Then we invited everyone to join us, sharing their love everywhere.
Thousands of couples answered our call, and "do it at your home" gained new meaning.
Agency: We Are Social
In order to reclaim the right of the LGBT+ community to feel at home everywhere, IKEA turned this insult into an inclusive call to action: "Do it at your home. Because home is wherever you are.”
On International Day Against Homophobia, we brought nine LGBT+ people back to the places where they were offended with the expression "do it at your home" and we had them share the affection they couldn't express before, right there.
Because even there, they should feel home.
Then we invited everyone to join us, sharing their love everywhere.
Thousands of couples answered our call, and "do it at your home" gained new meaning.
Agency: We Are Social
Art director Supervisor: Chiara Giannuzzi
Art director: Giulia De Chirico
Copywriter Supervisor: Camilla Vanzulli
Production Company: We are Social Studios
Tvc Director: Nicolò Bravetta
Art director: Giulia De Chirico
Copywriter Supervisor: Camilla Vanzulli
Production Company: We are Social Studios
Tvc Director: Nicolò Bravetta