ABOUT

Covid has impacted roles and responsibilities in the home (women have done disproportionately more, and for some men more time at home has been a moment of awakening to the imbalance).

Challenge? The gender debate is often divisive. Yet to change things men and women need to be able to come together openly around the issue.

Approach: Use 2021 as a reset opportunity - start a conversation within households about how individuals approach life at home and the roles they take on – fostering curiosity, openness and understanding.

Idea: Together with a relationship expert Jennie Miller, we turned psychoanalytical questions into playful conversation starters, inspired by games like Cards Against Humanity and School of Life.

Designed for millennials re-evaluating how they live together; usable by any household. Using Instagram as primary channel allowed IKEA to create a visual, playful, sharable experience.