This wardrobe should only hold your clothes
NEW THINKING
What began as an initiative to celebrate sexual diversity among IKEA employees evolved into a significant LGTBIQ+ Pride communication campaign, with just one gesture: removing the doors from all the display cabinets in IKEA stores.
RESEARCH & INSIGHT
The phrase “coming out of the closet” is deeply associated with the LGTBIQ+ community. It describes the process that LGBTQ+ individuals go through to embrace their sexual orientation or gender identity and openly share it with others. This expression symbolizes the effort to be visible and accepted by both their immediate circle and society at large.
STRATEGY & CREATIVITY
IKEA Spain aimed to challenge the idea that this process should even be necessary. The campaign emphasized that everyone should be able to express who they are without having to “come out of the closet”. It sought to break down the stigmas and prejudices surrounding the LGBTIQ+ community by promoting a message of equality and acceptance.
This initiative not only sought to raise awareness among customers, but also within the company itself, promoting a working environment where every employee feels authentic and valued. To commemorate International LGBTIQ+ Pride Day, the campaign featured the removal of wardrobe doors across IKEA stores nationwide.
PLANNING
As an internal communications agency, APPLE TREE proposed turning this campaign into more than just a message of awareness. It became a movement where employees actively participated by removing wardrobe doors themselves in stores across Spain.
To amplify the creative concept, we developed a strategy that mobilized IKEA’s workforce through various actions. A central piece of this effort was a video featuring IKEA coworkers, where they shared their experiences of working in a company that embraces respect, equality, and empathy for all – regardless of gender identity or sexual orientation. The campaign also included diversity-themed stickers distributed to all 10,000 employees, along with physical and digital displays within stores and offices.
IMPACT
The campaign was a resounding success in terms of brand recognition both internally and externally. It sparked conversations about sexual diversity from all points of view and reinforced IKEA’s message of inclusion within the company.
IKEA’s commitment to diversity is reflected in its metrics: 95% of employees believe that the company actively promotes diversity and inclusion, and 90.3% feel free to be completely authentic in their workplace.
