F O R R E A L F A M I L I E S

Families are at the core of IKEA’s business: old and young, traditional and modern, family by birth or by choice. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats. To show that IKEA has relevant solutions to all cultures, the brand recreated rooms everyone loves; the perfect inspiration to sell furniture in a way our diverse audience could connect to.

In this campaign, IKEA replaced all the furniture of a few famous families by its own. The Swedish brand chose three iconic family rooms on TV and then replicated them using IKEA furniture only.

We've grouped all the products for each room on IKEA’s website, so people can easily find all IKEA articles used to recreate each room and make their living rooms also iconic.

The new series are on IKEA's social media channels, catalogues and at a live event where the three iconic rooms will be recreated in IKEA stores in the Middle East. All the rooms families loved to see on TV, now they can have in real life.

My role: Creative Director

Nominations:

CANNES LIONS
3 SILVER LIONS in INDUSTRY CRAFT (Art Direction)
2 BRONZE LIONS in OUTDOOR (Indoor Posters)
9 SHORTLISTS in INDUSTRY CRAFT (Campaign)
3 SHORTLISTS in PRINT & PUBLISHING (Print Campaign)
1 SHORTLISTS in OUTDOOR (Billboard Campaign)

CLIO AWARDS
1 SILVER in PRINT & PUBLISHING (Print Campaign)

ADSTARS
1 SILVER in PRINT & PUBLISHING (Print Campaign