25 m2 of Syria is an apartment at IKEA. But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. It was important to get the public involved, and to really understand where the help was going
For two weeks the installation was an initiative to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations went to the Red Cross, and people living in war and conflict. IKEA partnered with the Red Cross to promote the cause.

The iconic IKEA-posters and price tags told the story of how people live. Lacking food, medicines and access to clean water. And on every little tag we let the public know just how they could help.

TVC 60sec : Produced by Einar Film & Fortellinder & director by Jon Andreas Andersen 


Copywriter: Maja Folgerø
Art Director: Snorre Martinsen
Designers: Andrea Engum, Christian Lauritzen, Ole Jakob Bøe Skattum
Set Designer: Astrid Maria Sætren
Agency Producers: Ulla Hennig, Tone Bøygaard
Account Manager: Ina Egelandsdal
Account Director: Monika Augustsson


Cannes Lions 2017 
Silver: Promo & Activation / Immersive customer experience)
Silver: Promo & Activation / Charities & non-profit
Bronze: PR / Charities & non-profit
Bronze: PR / Business citizenship/corporate responsibility

Clio Awards 2017
Gold: Brand Partnerships & Collaborations / Public Service
Silver: Public Relations / Cause Related
Bronze: Ambient / Events/Experiential

D&AD Impact 2017
White Pencil: Humanitarian Aid
Graphite Pencil: Financial Empowerment

D&AD 2017
Wood Pencil: Direct Response / Ambient

London International Awards 2017
Silver: Ambient/NGO
Silver: Health&Wellness / Social Responsibility
Bronze: Non Traditional / NGO

New York Festivals 2017 
First Prize: Outdoor
Second Prize: Activation & Engagement
Second Prize: Public Service Announcements
Second Prize: Promotion of Peace & Human Rights 
Second Prize: UNDPI Special Award

Webby Awards 2017
Winner: Best Cause Related Campaign

Epica Awards 2016
Gold: Events 
Silver: Experiential

Eurobest 2016
Silver: Direct

Gullblyanten 2016
Gull: Ikke Kommersiell

Spons & Event Prisen 2017
Årets Perle

Innsamlingsrådet / Fundraisingkonferansen 2017
Årets Kampanje

25m2 Syria at IKEA

Project Made For

25m2 Syria at IKEA

25 m2 of Syria is an apartment at IKEA. But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a Read More