Short List
Category C03. Native Advertising
Product/ServicePAX WARDROBE
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
Additional Company IKEA GERMANY Hofheim-Wallau, GERMANY
Name Company Position
Ralf Heuel Grabarz & Partner Chief Creative Officer
Diana Sukopp Grabarz & Partner Creative Group Head
Thomas Fritze Grabarz & Partner Creative Director
Stefan Geschke Grabarz & Partner Creative Director
Thomas Fritze Grabarz & Partner Creative Director
Christian El Asmar Grabarz & Partner Art Director
Annette Witzig Grabarz & Partner Art Director
Stefan Geschke Grabarz & Partner Creative Director
Sonja Sonner Grabarz & Partner Copywriter
Dominique Bremer Grabarz & Partner Account Manager
Anna Bollien Grabarz & Partner Account Manager
Heiko Klauer IKEA Deutschland GmbH & Co. KG Marketing Manager
Tobias Vogler IKEA Deutschland GmbH & Co. KG External Communication Manager
Eva Katharina Rücker IKEA Deutschland GmbH & Co. KG Marketing Co-ordinator

The Campaign

We chose, one of Germany’s biggest online streetwear shops, to turn a tiny, purely functional space which is clicked a million times per hour by our target customers into a powerful ad: we simply replaced the shopping cart icon with a PAX wardrobe. This new icon grows with every item placed in the cart, effectively demonstrating the products central feature. By thusly implementing our ad into the native environment of the site, we created a seamlessly integrated stumbling block, that every user of site was bound to get caught on.

Creative Execution

We chose, one of Germany’s biggest online streetwear shops, to turn a purely functional space into an innovative product demonstration placed into the native environment of e-commerce. We simply replaced’s shopping cart icon with the PAX wardrobe. After all, an online shopping cart is just as infinite as the PAX system. So with each item placed in the wardrobe, the icon grew automatically, demonstrating that PAX is the perfect solution for any shopping trip. At checkout a personalized banner immediately commented on the individual number of shopped items and linked directly to IKEA’s website with an online PAX planner.

Without any media budget at all, our small, clever idea generated a big response and had wide-ranging effects: 100% of the online shoppers clicked on the “PAX it!” wardrobe. And 0% stopped the process from there. Thus we proved that the shopping cart doesn’t have to look like one – a great success that forwarded the “PAX it!” symbol from the German to the international shop site It also made other online stores get in touch with us in order to participate in our newfound way of connecting to target audiences.

We targeted a fashion-centric group. They naturally buy more clothes than the average consumer but don’t much enjoy parting with their favourite pieces. The predictable result is a lack of storage space in their wardrobe. This problem is worsened by their love of online shopping. Both of these facts make them the perfect target for a digital idea, surprising them during their online shopping routine with a wardrobe that can be modularly expanded.

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

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