HOM x Il filo invisibile - Netflix Italian campaign

design integrated Interior LGBT Netflix social media visual identity

To promote the new Netflix Italian film, The Invisible Thread, that tells the story of a family composed by a teenager and his two dads, we have created HOM the first collection of furniture specifically designed for the homes of LGBT+ families.

Before you get mad,

we know that between an LGBT+ family and any other kind of family there are no differences at all.

HOM is a provocation: all of the products are actually ordinary products.

The aim of our integrated campaign was to bring to life the main message of the movie: a family with two parents of the same gender has the same needs as a family with a mom and a dad.

We’ve first presented the new collection on Netflix social through a believable ‘brand style’ film.

A second video was released by Netflix, starring Filippo Timi, a famous Italian actor and one of the main characters of the movie, as a presenter of the HOM Collection.

We’ve taken the project seriously, so we’ve also opened a temporary store in which people could see with their own eyes that HOM products are average products for anyone’s home.

Despite the aspect of a normal store, the objects displayed were not for sale, since they were

only a representation of a bigger message.

At the end of the campaign, all the products have been gifted to Casa Arcobaleno, a service that helps the young ones rejected by their families for their sexual preferences, giving them a safe place to live. Even if the HOM Collection was fake, it has still been useful.

Each product has been exposed with its own label on which there were, along with the measures and details about the materials and colors, a name of the object (usually a wordplay), and a description that stressed the main obvious feature of the product.

Like any respectable Home Collection, HOM had its own catalogue too.

Along with the photos of products and their own descriptions, there were also details about the film The Invisible Thread and the true meaning of the initiative.

Scroll the online version of the catalogue on homcollection.it

Yes there is more: we went on TV with a 60” cut of the reveal video, we had print ads on the main Italian newspapers and we involved many influencers to help us spread HOM Collection and its heart-warming message.