The home has always been our refuge, and now it’s the best way to protect ourselves and others from the coronavirus crisis. That’s why IKEA Spain wants to pay tribute to our home–the place that will be there to welcome us when we wake up in the morning and say good night in the evening. The place where in simple and new ways we are enjoying our downtime and our work, and using it to spark imagination.
IKEA released this piece, made in partnership with McCann Spain, titled "#YoMeQuedoEnCasa" ("I Stay Home"). Created in the spirit of celebrating our homes, the film encourages us to see the home from a new perspective, and challenges us to view it as a place we can enjoy new experiences together. Here’s an English-language version of the Spanish speaking spot.
Credits
Client IKEA Spain Agency McCann Madrid Monica Moro, Raquel Martinez, Fernando Cerezo, Teresa Mesonero, Alejandra de Luis, creative team; Juan Manual Ramirez, planner; Paloma Adrien, Paula Garcia, Vanessa Pizarro, Elisa Chia, production team. Production Footage developed by IKEA Global Postproduction Craft Madrid
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
