IKEA – Arrimar El Hombro | Celebrating solidarity of Spanish society

Spanish society has always been known for its solidarity when things get tough. IKEA has launched a new advertising campaign and a music video by top filmmaker Karim Huu Do at Blur Films, celebrating those who help each other and stand shoulder to shoulder during these difficult times. #ArrimarElHombro

Idea
Based on this insight, we brought to life the popular Spanish saying ‘arrimar el hombro’, ‘stand shoulder to shoulder in English, as a visual metaphor to symbolise how society helps each other during difficult times.
IKEA wanted to celebrate those who came together and united, whilst drawing inspiration from them and lowering the price of hundreds of their products.

Solution
To bring to life the concept of ‘standing shoulder to shoulder,’ we created choreography to tell how society helps each other when most needed. The choreography was supported by an iconic Spanish song from the 80s that talks about the rewards of helping each other. To make the song resonate with modern times, it was performed by the hip, indie band Delaporte.

“Throughout life, people encounter adverse situations that make us get the best out of ourselves. In other cases, it is people close to us, and not so close, who need help. Whether welcoming your sister to your home for a while, shopping for a neighbour or being part of the NGO in your neighborhood to keep an elderly person company two afternoons a week; we want to shed light on these everyday gestures and focus on the importance of taking care of each other. And especially right now. This campaign is a tribute to all these people who pitch in at that time of need for the other. And doing it in such a poetic and musical way is a real privilege ”says Laura Durán, Director of Marketing & Insights at IKEA in Spain

Credits
Client: IKEA
Agency: McCann Madrid, Spain.