In anticipation of International LGBT Pride Day, IKEA has launched a digital film titled “The Closet”, aimed at raising awareness about the challenges faced by the LGBTQIA+ community and promoting inclusivity and compassion. The film, conceptualized by Leo Burnett, carries the message “Closets are for clothes, not identities” and is set in a bustling IKEA store where a closet prompts visitors with the question, “Many have lived here, can you?”
IKEA’s ‘The Closet’ Experience Highlights LGBTQIA+ Struggles
As customers step into the closet, they experience silence and listen to biases commonly faced by the queer community through a pair of headphones. This powerful experience leaves them realizing that while they can easily step out, many LGBTQIA+ individuals continue to live metaphorically ‘in the closet’.
IKEA’s Commitment to Diversity and Inclusion in Pride Campaign
Anna Ohlin, IKEA India’s country marketing manager, emphasized IKEA’s commitment to celebrating love, diversity, and inclusion, stating, “We believe authenticity is not something to hide but a gift to cherish.” The campaign aims to foster empathy and encourage open dialogue, urging people to challenge stereotypes and embrace diversity.
Leo Burnett Orchard’s Vision Behind ‘The Closet’ Initiative
Pravin Sutar, national creative director at Leo Burnett Orchard, added, “With ‘The Closet’, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. It’s a reminder to build a more accepting and loving world where no one has to hide their authentic self.”
This initiative by IKEA serves as a call to action, inspiring individuals to become true allies and support the LGBTQIA+ community.
