CLIENT
IKEA
Gabriel Ladaria, Marketing director & insights at IKEA España
Rafael Jimenez, External Communication Manager for Spain at IKEA Grou, IKEA
Ana Ordoñez, Country CRM manager IKEA
AGENCY
Emiliano González Di Pietri, CCO McCann Spain and Chief Creative Integration Officer MWG Spai
Agustín Soriano, Chief Strategy Officer McCann / Chief Strategic Integration Offi • Brand Strategy
Álvaro López, Group creative director
Javier Pascual, Integrated account director
Elena Rodriguez, Account director
Andrea Cabezudo, Project manager
María Goñi, Strategy director
Iprospect
SUMMARY
ABSOLUT Definition of Love was another installment in ABSOLUT All love is love creative platform which focused on support and advocacy for equal rights for LGBTI+ community in Slovakia - a very conservative and traditionalist country. With few weeks and limited budget the campaign managed to persuade Slovak Academy of Science to change the official definition of love in dictionary of contemporary slovak language to be more inclusive and tolerant towards same-sex couples from it´s original form where it statet that "love is a feeling towards opposite sex".
