Product/Service2019 IKEA CATALOGUE
Category A06. Retail
Entrant STV DDB Milan, ITALY
Idea Creation STV DDB Milan, ITALY
Production DADOMANI Milan, ITALY
Name Company Position
Luca Cortesini DDB Group Italy Executive Creative Director
Gabriele Caeti DDB Group Italy Executive Creative Director
Matteo Pozzi DDB Group Italy Client Creative Director
Samantha Scaloni DDB Group Italy Client Creative Director
Pierpaolo Bivio DDB Group Italy Art Director
Luca Diotti DDB Group Italy Art Director
Camilla Nani DDB Group Italy Copywriter
Davide Bergna DDB Group Italy Account Director
Azzurra Ricevuti DDB Group Italy Account Manager

Why is this work relevant for Media?

This work is highly relevant for the Media category because we turned one of the most legendary icons of the brand into a media through a great, game-changing variety of channels: from outdoor to direct, from digital to ambient. To pave the way to our campaign, we also collaborated with different influencers and italian celebrities that received a copy of our special new IKEA pencil directly at home.


The annual release of the IKEA catalogue is the brand’s most important moment of the year. With its 300 pages full of products and ideas, this world-renowned interior bible serves as a true inspiration guide for consumers and comes with plenty to choose from. Whenever it comes out, in fact, people start rethinking everything like crazy: from the color of the new duvet covers they really desire to the pattern of the 24th handwoven basket they need in the house. That’s why we’ve thought of something to help people with their constant changes of mind.

Describe the creative idea/insights

Through social listening and research, we found out that the IKEA Catalogue is a real key driver for sales and change in consumers’ home. And whenever a new edition is released, people start changing their minds over and over again. To facilitate them, we revolutionized a timeless, deeply loved brand icon, the IKEA pencil, adding a tiny, blue rubber to it. Our special IKEA pencil, equipped with an eraser for the very first time in history, was a real enabler of change. Thanks to our revolutionary idea, every consumers’ idea and solution could be written and changed. And changed. And changed. And changed again

Describe the strategy

Changing our mind is part of being human. This insight fits perfectly with the choices you deal with during your Ikea experience (both online and offline). And while you read every new catalogue. In fact the brand’s bible is the main source of inspiration for people, containing even more ideas than products, letting you think and rethink about your home innovations. IKEA made special billboards, where people started to interact with the new revolutionary idea outside the shopping experience; then activations in store, which dealt with different aspects of people’s “ever-changing ideas” (from furnishing to restaurants, the revolutionary pencil explores many sides of “change”). Moreover huge BlyertsPenna installations appeared around Milan, strategicly positioned to spread the revolutionary, tiny idea.

Describe the execution

We’ve developed a new interpretation of a wide-known IKEA icon, the pencil, adding an eraser to it in order to facilitate people’s constant changes of mind once the catalogue arrived. We launched our campaign on all brand’s social and digital channels with a video. Our integrated approach spread from outdoor/print to unconventional special outdoors, from top influencers and IKEA Family members distribution to guerrilla and special activation. Our new special pencil also came to life with a special installation in all the italian IKEA stores and in Milan’s most important spots.

List the results

26 MILLION total reach 1 MILLION pencils distributed +200% instore traffic +240% catalogue search rate