Case Film

Presentation Board

Title	IKEA PS 2014
Brand	IKEA
Product/Service	IKEA PS DESIGNER COLLECTION
Category	F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY
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
Timur Abdusheev	Instinct	Art Director
Maxim Demkin	Instinct	Art Director
Dmitry Moiseev	Instinct	Copywriter
Matthew Choudnovski	Instinct	Digital Strategic Planner
Natalya Ametova	Instinct	Account Director
Vera Ulitenko	Instinct	Senior Account Manager

Creative Execution

Using basic features of Instagram, we have created an Instagram 'website', echoing the main concept of IKEA PS 2014: ‘Always on the move’: it is designed for smartphones, which are always at hand, and is powered by Instagram, one of the most ‘quick’ mobile apps. Each of 34 IKEA PS items have got their personal Instagram accounts. And were linked using Instagram tagging feature.

The news about the collection spread instantly across top tech and design media with total reach of 200+ M.

IKEA PS is a 34 items designer collection. How to tell people about the collection with zero media and production budget? Our strategy was to create a news- worthy project to hijack the headlines of the media our target audience reads. To do this we built a world's first website. Inside Instagram.