MADE OF STOCKHOLM

ClientIKEA
Category C01. Display Advertising
TitleMADE OF STOCKHOLM
Product/ServiceSUSTAINABILITY
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Production SMFB Oslo, NORWAY
Credits
Name Company Position
Hans Magne Ekre SMFB Copywriter
Alexander Gjersoe SMFB Art Director
Nicklas Hellborg SMFB Graphic Designer
Nils Hausken SMFB Graphic Designer
Mari Engen SMFB Project Manager
Kristian Kristiansen SMFB Account Director
Sverrir Brynjòlfsson SMFB Editor
Jørgen Westerberg Stir Animation/Director
Øivind Lunde Stir Animation

The Campaign

Rather than bragging about IKEA´s own efforts on the field of sustainability, we decided to inspire people to make use of old IKEA products in new ways, instead of throwing them away or recycling. Our new collection consist of 18 new products, that can all be made by anyone at home, from the old IKEA carpet Stockholm.

Creative Execution

No method is stronger than a good example, so we did what we´re best at, designing new products, as a way of communicating sustainability in a playful and inspiring way.

Being an experiment, with a mission to inspire people to reuse their old stuff, it was important for us to also keep campaign costs at a minimum. The Made of Stockholm collection was only spread organically on Facebook, but still reached almost half a million people, in a country with a population of only five million. Even more important, it has generated lots of attention from the press, connecting IKEA + sustainability in a positive and fun way, in people's minds!

IKEA loves selling furniture, but we don´t like to see our products ending up as garbage. We wish for all our products to live long and useful lives. So we decided to do an experiment, and launch a brand new collection where all the products were made from old an old IKEA-product. No method is stronger than a good example, so we did what we´re best at, designing new products, as a way of communicating sustainability in a playful and inspiring way.

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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