Demo Film

Presentation Image

Title	KALLAX REAL TIMER
Brand	IKEA
Product/Service	IKEA JANKI/IKEA TARGÓWEK
Category	D01. Use of Adapted Billboards / Posters
Entrant	GREY WORLDWIDE WARSAW, POLAND
Idea Creation	GREY WORLDWIDE WARSAW, POLAND
Media Placement	MEC Warsaw, POLAND
Additional Company	IKEA RETAIL Raszyn, POLAND

Name	Company	Position
Jakub Korolczuk	Grey Group Poland	Executive Creative Director
Rafał Ryś	Grey Group Poland	Deputy Creative Director
Mirosław Charkot	Grey Group Poland	Creative Head BTL & Design
Paweł Cholewa	Grey Group Poland	Art Director
Mateusz Gaca	Grey Group Poland	Copywriter
Małgorzata Łoza	Grey Group Poland	Account Director
Klaudyna Saczuk	Grey Group Poland	Account Manager
Weronika Sołtysiak	Grey Group Poland	Strategic Planner
Gustaw Jakubowski	IKEA Retail Sp. z o.o.	Regional Marketing Manager
Barbara Lehwark	IKEA Retail Sp. z o.o.	Local Marketing Specialist

Brief Explanation

IKEA creates furniture and products that everyone can use in many different ways. We decided to use two of them to make a timer visible even from a long distance. Thanks to KALLAX cabinet and LEXMAN boxes we created KALLAX REAL TIMER. How? Boxes would create digits when placed on exact spots on the shelves of the cabinets, so that drivers can read them as clock. KALLAX REAL TIMERS showed the estimated time to get to the nearest IKEA mall in Warsaw from place they were placed. IKEA crew updated time according to Google Maps and they made it more than three hundred times during whole campaign.