IKEA RESPONSES

Short List
ClientIKEA
Category E04. Real-time Response
TitleIKEA RESPONSES
Product/ServiceIKEA
Entrant ACNE Stockholm, SWEDEN
Idea Creation ACNE Stockholm, SWEDEN
PR ACNE Stockholm, SWEDEN
Production ACNE Stockholm, SWEDEN
Credits
Name Company Position
Johan Bello ACNE Executive Creative Director
Tiago Pinho ACNE Senior Creative
Isaac Bonnier ACNE Art Director
Joel Lindblad ACNE Copywriter
Lovisa Friman Bendz ACNE COO
Anders Kylberg ACNE Photographer
Morten Kjaer IKEA Creative Hub Creative Director
Louice Alvarson IKEA Creative Hub Assignment Leader

Background

IKEA is a democratic company. This also applies to their design philosophy - that the company calls democratic design. A philosophy of enabling function, quality and design at a reasonable price. Our goal was to let more people know this.

Describe the strategy

In order to get more people to understand what democratic design entails, we began to hijack ongoing events and discussions online. With inspiration from internet humor, we identified trends and talked to our customers in their internet-based languages. In this way, relevance was created independently of purchased media.

Describe the execution

The execution was a set of posts on Social Media. They borrowed the tone of voice of internet humor phenomenons and hijacked ongoing topics and discussions. This meant that they were a perfect fit into our customers feed, since our communication was aligned with whatever trend was going on at the moment. Thanks to their relevance, the posts quickly spread organically.

List the results

In total, all posts had an effect on: Earned media:> $9 200 00 Impressions: 1.04 billion Interactions: 3.02million Mentions: 83K

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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