“Closets are for clothes, not identities.”
Ahead of International LGBT Pride Day, IKEA has released an empowering digital film, “The Closet” that sheds light on the struggles faced by the LGBTQIA+ community and encourages people to be more inclusive and compassionate towards them.
Conceptualized by Leo Burnett, the campaign revolves around the message, “Closets are for clothes and not identities”. Set in a busy IKEA store with a closet in the center, it poses a poignant question to those who step inside: “Many have lived here, can you?”. The film then shows the various reactions of curious customers who step in to discover what’s behind the closed doors – silence and a pair of headphones replaying biases that people from the LGBTQIA+ community face even today. Customers leave with the sobering realization that while they get to leave the closet, many others are forced to remain inside to due societal biases.
“This Pride Month, let the silence in the closet spark a conversation,” IKEA wrote. “Biases, often unspoken, can create invisible walls that isolate the LGBTQIA+ community. Imagine living in a space where expressing your true self feels like a constant struggle. Let’s listen, learn, and build bridges of understanding. Together, we can create homes, and a world, filled with empathy and acceptance. Because closets are for clothes, not for identities.”
The aim of IKEA’s latest video is to focus on developing stronger allyship with the LGBTQIA+ community through empathy and open dialogue, encouraging people to rethink common stereotypes and embrace inclusivity and diversity.
Commenting on the video, Anna Ohlin, country marketing manager, IKEA India, said, “At IKEA, we stand together with the LGBTQIA+ community to celebrate love, diversity, and inclusion. We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society.”
“With The Closet, we intend to give a peek into the uncomfortable world for many in the LGBTQIA+ community. A reminder that we need to build a world that’s more accepting and filled with love – where nobody has to live in a space that’s uncomfortable, just for being their authentic self. We hope this sparks a debate in everyone’s homes, and inspires reassuring actions.” says Pravin Sutar, national creative director, Leo Burnett Orchard.
IKEA’s video was generally received with praise by its followers. “Powerful concept IKEA India, very impressive,” one user wrote, while another commented. “Wow! what a conversation and an important one for sure.”