I T ' S   T H A T   A F F O R D A B L E

Have you ever thought about how much you spend on Coffee every week? IKEA has. And to promote IKEA’s special offers sales we came up with a campaign that reminds people that beautiful Scandinavian design is as affordable as the least expensive things in their daily lives. So we changed the value of furniture and put IKEA’s products right amongst those things. Instead of money, we used coffees, toothpaste, soda cans, stamps, pizza boxes, and postcards to visually striking new currency. A simple change that changed people’s perceptions. And made them see IKEA’s affordability in a whole new way.

The campaign was originally created for the Saudi Arabian market, the work was recognised by the Inter-IKEA brand team based in the Headquarters in Sweden, and it ran in Sweden as well. It was considered an "example of work" IKEA should always do. Since then, the campaign is part of the IKEA brand guidelines.

Nominations:

GUNN REPORT 2016
5th Most-Awarded Print/OOH ads in the world in 2016

CANNES LIONS
1 GOLD LION in OUTDOOR (Indoor Posters)
1 GOLD LION in OUTDOOR (Billboards & Street Posters)
1 GOLD LION in PRINT & PUBLISHING (Retail & E-Commerce)
1 SILVER LION in PRINT & PUBLISHING (Craft Art Direction)

D&AD
1 GRAPHITE PENCIL in POSTER ADVERTISING CAMPAIGNS (Campaign)
1 WOOD PENCIL in ART DIRECTION (Poster Advertising)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)
1 WOOD PENCIL in OUTDOOR ADVERTISING (Poster)

CLIO AWARDS
1 GOLD in OUTDOOR
1 SILVER in OUTDOOR
1 SILVER in PRINT & PUBLISHING
1 SHORTLIST in BRAND DESIGN

ONE SHOW
1 MERIT in DESIGN (Posters)
1 MERIT in DESIGN (P.O.P. & In-store)

LIA
1 GOLD in PRINT (Consumer campaign)
1 GOLD in BILLBOARD (Consumer campaign)

DUBAI LYNX
1 GOLD in OUTDOOR CAMPAIGN (Home appliances & furnishings)
1 SILVER in PRINT & POSTER CRAFT (Art direction)
1 SILVER in OUTDOOR CAMPAIGN (Art direction)
1 BRONZE in OUTDOOR CAMPAIGN (Retail)

WPPed CREAM AWARDS
WINNER / Best Idea in 2016 in the WWP Network

IKEA BRAND GUIDELINES
It made it to the Global IKEA Brand Guidelines, as a reference for ideal art direction for the brand

My role: Idea and Art direction