Winners & Shortlists


Product/ServiceCATALOGUE 2014
Entrant Company JSC INSTINCT Moscow, RUSSIA
Advertising Agency JSC INSTINCT Moscow, RUSSIA
Name Company Position
Roman Firainer Instinct Creative Director
Yaroslav Orlov Instinct Creative Director
Nikolay Fabrika Instinct Digital Creative Director
Nikolay Pere Instinct Art Director
Maria Borzilova Instinct Copywriter
Christofer Weider Instinct Digital Art Director
Maxim Demkin Instinct Art Director
Matthew Choudnovski Instinct Digital Strategic Planner
Marina Vershinina Instinct Client Servce Director
Anna Glinkina Instinct Account Director
Vera Ulitenko Instinct Senior Account Manager
Ekaterina Krasina Instinct Digital Account Manager
Anna Chaplygina Instinct Digital Producer
Tatyana Maximova Instinct Producer

The Brief

Parents know that children are full of incredible ideas and want to develop their kids’ talents. Yet less than 30% of parents in Russia take into consideration their kids’ opinion. Even though home is the place where kid’s talents emerge and develop first of all. That is why IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even to create an advertising campaign

Creative Execution

IKEA festival in MUSEON park became the central setting of the new campaign launch. For four days the whole park turned into a big inspirational creative studio for families with kids. During the whole festival children were invited to participate in master classes, where they could unleash their creativity together with celebrity professionals in different creative skills and created exciting stories for TV commercial in IKEA interiors during the festival. This campaign proves to the parents that the child develop their talent faster if there are creative and lively atmosphere at home. IKEA understands it and offers to parents everything so they could create this atmosphere

Describe the creative solution to the brief/objective.

Home is a place where kid’s talents start and grow. That is why IKEA wants parents to listen to kid’s opinion even in home furniture issues. To help kids to communicate with parents and unleash their imagination IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and gave them freedom to make the advertising campaign during the whole year.


Results: - 30 thousand people, including 10 thousand kids visited the event in MUSEON - Over 80 000 people visited the web site, time spent on website - 4 minutes. - Over 500 000 people viewed the TV commercial on YouTube - Launch campaign enjoyed vast coverage in leading Russian media: - AVE (advertising value equivalent): 13 187 304 RUR - PR Value (AVE*4): 52 749 216 RUR - SALES went up by 23%