IKEA
2018 Catalogue Launch Campaign
Creating an evergreen source of inspiration.
Challenge
IKEA wanted to be a constant source of inspiration throughout the year, helping expats create beautiful homes. However, in such a dynamic, transient region as the Middle East, expats where not it inclined to invest much aesthetics into their spaces.
Idea
We created a campaign invited the region to 'Make Room For Life' and for all thats in store, with IKEA’s #1 asset: The New Catalogue.
Inspired by the Catalogue's own stylish colour palette, featuring an on-trend dusty pink, botanical green and sunny yellow, we created a chic, editorial-styled campaign that was a simple yet bold.
Stylishly Seamless
Starting with a regional edit of the global TVC and carrying through with our homespun imagery and storytelling, the idea of inspiration was delivered across the city using different touch points, both on ground and online.
On-ground Activation: Step into 2018
A particularly favourite hallmark of the campaign was designing and building these LED Pink Door installations. They created a virtual and immersive experience that took you into an Alice In Wonderland-like world; simply open the door and step into rooms from the 2018 Catalogue.
Launch Event: Happy New Home
The campaign kicked off with a bang. We worked with our sister PR agency and IKEA's in-house creative team to create a massive launch event complete with a massive installation showcasing the new product collections.
Tote Giveaways
All this activity made people very eager to get their hands on the new 2018 Catalogue - a notion we happily obliged in custom-crafted designer tote bags.
Credits
Agency
Impact BBDO
Location
Dubai
Art Direction
Taraka 'TK' Tennakoon
Collaborators
Scott Leder - Executive Creative Director, Caroline Ceiliers- Copywriter, Clarisse Mar & Emilie Haddad - Producers