MUSEUM OF ROMANTICISM
|Title||MUSEUM OF ROMANTICISM|
|Product/Service||IKEA LIVING ROOMS|
|Entrant||McCANN SPAIN Madrid, SPAIN|
|Idea Creation||McCANN SPAIN Madrid, SPAIN|
|Production||CRAFT Madrid, SPAIN|
|Mónica Moro||McCann||Chief Creative Officer|
|Jon Lavín, Raquel Martínez||McCann||Executive Creative Directors|
|Mónica Moro, Juanma Corbalán||McCann||Copywriters|
|Raquel Martínez, David Valgañón||McCann||Art Directors|
|Javier Pascual, Elena Rodríguez, Alejandra Sierra||McCann||Account Team|
|Raquel Aguinaga||Craft WW||Audiovisual Producer|
|Ismail Najjar||Craft WW||Film Director|
Why is this work relevant for Direct?Without the direct participation of the public, the visitors to the museum, this idea wouldn't have been possible . Precisely because of this different planning, because of the unique task we set on a cultural visit, the level of participation was extremely high. The thinking behind this communication idea was very clear: to show that a piece of IKEA furniture has a place in any sitting room and the results were also very clear: every person who took part in the challenge discovered that it wasn't easy , so our brand's challenge,to eliminate prejudice to their furniture was achieved 100%.
BackgroundAims: Break the quality and variety barrier in respect of IKEA living rooms. Reinforce the concept of the campaign "Disassembling the IKEA living room that's in your head".
Describe the creative ideaWe placed a piece of IKEA furniture in a living room where nobody would ever imagine that it would go unnoticed which living room could theoretically be one where you would never expect to find a piece of IKEA furniture? A LIVING ROOM IN THE MUSEUM OF ROMANTICISM IN MADRID. We carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors. In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.
Describe the strategyStrategy: As part of the strategy of "Disassembling the IKEA living room that's in your head" we wanted to go a step further and place IKEA furniture somewhere where people would never expect to blend in unnoticed, in the Museum of Romanticism in Madrid, a museum with furniture from the 19th Century.
Describe the executionWe carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors. In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.
List the results9 Million impacts on Social Media. 25 Million media impressions in both audiovisual and print. Once again we disassembled the IKEA furniture that people had in their heads, showing them that in any style of living room there is space for IKEA furniture.
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.
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.
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.