Title	ASSEMBLY FAIL
Brand	IKEA GERMANY
	1 of 3 Campaign
Product/Service	ASSEMBLY SERVICE
Category	A09. Retail Stores, Restaurants & Fast Food Outlets
Entrant Company	THJNK Hamburg, GERMANY
Advertising Agency	THJNK Hamburg, GERMANY

Name	Company	Position
Armin Jochum	Thjnk	Cco
Bettina Olf	Thjnk	Executive Creative Director
Georg Baur	Thjnk	Creative Director
Torben Otten	Thjnk	Creative Director
Niko Auf dem Berge	Thjnk	Art Director
Karl Wolfgang Epple	Thjnk	Copywriter
Verena Harwege	Thjnk	Account Director
Victoria Linz	Thjnk	Account Manager
Lucie/Lisann	Lucie/Lisann	Post Production
Hilko Wiegmann	Thjnk	Final Artwork

English Translation of Main Headlines

Task: Create a campaign that showcases IKEA’s assembly service. Idea: IKEA furniture is actually not all that hard to assemble. But as everyone knows, you can easily mix up some of the parts and end up putting it all together back to front. It can happen to anyone. Even billposters, so it would seem. Solution: Perfectly ordinary posters. But what’s different is that the motifs have evidently been mounted the wrong way round, as can happen with the products shown. Luckily, that’s where IKEA’s assembly service is happy to help.