Title	ALLEN KEY
Brand	IKEA
Product/Service	IKEA
Category	A06. Retail, e-Commerce, Restaurants & Fast Food Chains
Entrant	McCANN SPAIN MADRID, SPAIN
Idea Creation	McCANN SPAIN MADRID, SPAIN
Production	LANDIA Madrid, SPAIN

Name	Company	Position
Mónica Moro	McCann Spain	Chief Creative Officer
Raquel Martínez	McCann Spain	Executive Creative Director
Juan Manuel Corbalán	McCann Spain	Copywriter
David Valgañón	McCann Spain	Art Director
Jon Lavín	McCann Spain	Executive Creative Director

Brief Explanation

With the allen key as the star of the show, the new IKEA campaign sets out to ‘undo the IKEA living room you have put together in your head’. This iconic symbol of the IKEA allen key takes us on a journey to different houses with very distinct styles, where the protagonists are unable to distinguish which pieces of furniture in their living rooms are from IKEA and which are not. IKEA demonstrates that whatever your style, there is always space in the lounge for their furniture and products, destroying negative preconceived notions that have been picked up from research, such as IKEA living rooms all being very similar and of a very defined Swedish style.