The Drum Awards for Marketing - Entry Deadline

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Agency: Ikea
Client: Shelter
Date: Mar 2023
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According to research done by Swedish retail giant Ikea, one in five Brits are worried about losing their home, with half stating that if they did find themselves homeless, they would struggle to find somewhere else to live. The stats also found that, staggeringly, one in every 208 people in England are currently experiencing homelessness.

It’s a worrying situation and one that housing charity Shelter is conveying with a harrowing installation at a handful of Ikea stores in the UK. In ‘Real Life Roomsets,’ visitors will be able to witness for themselves just how cramp, damp and dingy these living conditions really can be.

The tiny rooms are based on real-life accounts and starkly contrast with the usual well-designed showrooms Ikea customers are accustomed to. In each bedsit, shoppers can read true accounts from locals and also donate through Shelter’s website through a QR code.