Eurobest
McCANN MADRID, Madrid / IKEA / 2017
Overview
Entries
Credits
Background
“SPAIN RANKS 4TH IN THE LIST OF COUNTRIES THAT DEVOTE MOST TIME TO HOMEWORK.”
SUPPERTIMES ARE OF THE UTMOST IMPORTANCE FOR SPANISH FAMILIES. BUT IT’S OFTEN HARD FOR THE WHOLE FAMILY TO HAVE SUPPER TOGETHER: BECAUSE OF HOMEWORK.
THIS MEANS FEWER HOURS FOR PLAYING, AND FEWER FAMILY SUPPERS.
CESAR BONA, CANDIDATE TO GLOBAL TEACHER PRIZE
“SO MUCH HOMEWORK IS UNNECESSARY”.
Description
· Using the slogan “Cenology, less homework and more family suppers” IKEA urges a change in the amount of homework set children and defends the value of suppers as the ideal moment for learning with the family. What is more, IKEA wants not only to raise awareness of a reality, but also to offer solutions to stimulate educational exercises in the family around the supper table.
Execution
WE DEVELOPED A WEBSITE WITH TOOLS INSPIRED BY OUR PRODUCTS, WITH WORKSHOPS AND RECIPES FOR PRACTISING DINNEROLOGY. TO DEMONSTRATE HOW KIDS LEARN AT SUPPERTIME TOO, WE PRODUCED BOOKLETS OF EXERCISES.
AND, AS PART OF THE SOCIAL ACTIVISM WHICH NEEDS AN IDEA OF THIS PROTEST TYPE, WE ORGANISED A DEMONSTRATION IN FRONT OF THE MINISTRY OF EDUCATION WITH HUNDREDS OF FAMILIES HAVING SUPPER TOGETHER.
678.272 VIEWS
AVERAGE DURATION OF VIEW: 0:53 MINUTES
17.272 COMMENTS. OF WHICH 55% TOOK PART IN THE DEBATE WHICH TOOK PLACE AROUND THE DINNER TABLE.
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