VERSATILE WORDS

ClientIKEA
Category B01. Posters
TitleVERSATILE WORDS
Product/ServiceSMALL SPACE SMART SOLUTIONS
Entrant THJNK Hamburg, GERMANY
Idea Creation THJNK Hamburg, GERMANY
Credits
Name Company Position
Armin Jochum thjnk AG CCO
Gerrit Zinke, Bettina Olf thjnk Hamburg GmbH Managing Director
Michel Foertsch, Andreas Wagner thjnk Hamburg GmbH Creative Director
Alexander Grapp, Michał Misiński, Jakub Rupa thjnk Hamburg GmbH Art Direction
Anke Peters, Verena Diefenbach, Louise Hobe thjnk Hamburg GmbH Account Manager
Michel Foertsch thjnk Hamburg GmbH Copywriter
Hilko Wiegmann, Manuel Caliebe thjnk ag Final Artwork
Tom Sporer 3D-Design

The Campaign

At IKEA, a bed can be a couch. The idea was to show the versatility of IKEA with simple yet visually striking forms that read the name of two different products from two different angles. They are the same – but they are two. One product. Two ways of using it.

Creative Execution

For IKEA products and communication, naturalness is key. Although for the idea "Versatile Words" we pushed the boundaries regarding color. The design of the letters is clean so the viewer can focus on discovering the two different words and forms of use of the product. And in oder to create another dimension and push the limits of perspective, 3D modelling was used.

Indication of how successful the outcome was in the market

The "Versatile Words" were received very well. And showed once again that IKEA goes creative ways in promoting their creative products.

The friendly brand from Sweden is known for modern, clever and customer orientated communication. So the three motifs fit perfectly to IKEAs approach. The target audience of IKEA ranges from 1-99 so these motifs were perfectin their playfulness and progressive choice of color.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.