Everybody loves pets. However, many of them still don’t have a home, because people prefer buying rather than adopting.

In order to find a home to the pets without one, we hacked IKEA’s iconic commercial format, turning it from a tool designed to make people buy into a tool designed to make people adopt.

IKEA’s product range is ideal for anyone willing to enjoy a fresh start.

But when it comes to new beginnings at home, there's no sofa, lamp or piece of furniture that can be compared to a new roommate. That’s why we invited users to make their home cozier adopting: sharing a new beginning together with the pets that had no home.

In partnership with ENPA, the national board for the animal protection in Italy, we made several cats and dogs protagonists of our communication,

putting the spotlight on them, rather than on our products.

We invited users to make their home cozier... adopting.

Because there’s nothing like a pet that makes a house a home.

+800%

TRAFFIC ON ENPA’S WEBSITE

1 PET ADOPTED EVERY 2 HOURS

DURING THE CAMPAIGN

+3M TOTAL IMPRESSIONS

2.5M TOTAL REACH

TOP PERFORMING CONTENT

WITHIN IKEA ITALIA SOCIAL MEDIA HISTORY

MEDIA BUDGET

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