FiftyFifty

IKEA

Women do up to three times more unpaid housework than men. This isn’t just unfair at home, it affects women’s time and energy to focus on their careers . So for International Women’s Day, IKEA wanted to help couples and families create better equality at home.

Together with a relationship expert, we created FiftyFifty: the card game for everyday equality. Turning Instagram stories into a one-on-one conversation game that gets couples talking honestly about their chore balance at home.

We launched on International Women’s Day together with Swedish pop star Zara Larsson who played the game with her boo Lamin. It turns out Lamin needs to up his dusting game and Zara should stop leaving stuff out.