Progress is Made. Assembling a Pride Campaign
✐
Progress is Made. Assembling a Pride Campaign ✐
IKEA.
The Allen Ally Key
Creative and Art Direction
Progress is Made film
Our creative platform, ‘Progress is Made’. Because everyone is responsible for the wellbeing and safety of the LGBTQ+ community. A re-imagining of the iconic allen key tool saw it dressed with the Progress Flag to gift to allies creating positive impact.
Introducing
The Allen Ally Key
To mark the International Day Against Homophobia, Transphobia and Biphobia, and Pride, IKEA wanted to show how everyone – from its employees to its customers – could play an important part in making more LGBT+ people feel at home.
Steering well away from the corporate ‘rainbow-washing’, this global campaign had to demonstrate levels of progress in different markets, ensuring our message of support rung true. We talked to individuals from the LGBT+ community, leaders from LGBT+ charities, and IKEA colleagues from global markets to understand what the community was going through, and what support would be most welcomed.