IKEA
Catalogue 2018
The IKEA catalogue is a highly anticipated source of inspiration, and we wanted to encourage consumers to take the next step from finding inspiration to purchasing their favourite products.
Whatever your tastes, you can still discover great finds at IKEA. By developing venn diagrams that showed opposing personas — with IKEA products in the middle — we made it clear that no matter what your style is, there’s something for everyone at IKEA. We strategically placed varied iterations of the campaign across the country, keeping IKEA top of mind for countless Canadians.
Client: IKEA
Copywriter: Krista Raspor
Creative Director: Phil Sylver
Media → Strategy Online Article
No matter who you are, what your style is, or how you live, you’ll find inspiration in the new IKEA catalogue. It’s loved by all.
Catalogue
OOH
A series of OOH was created for nationwide distribution. Some OOH was built around taste, living situation, lifestyle, and sometimes even location.
Examples:
Nonna’s Meatballs | Bubbie’s Meatballs.
Uptown | Never North of Bloor.
Product
OOH
A series of OOH was also created using IKEA products with headlines that made sense for the various uses of the product, dependent on taste, living situation, lifestyle, and sometimes even location.
Examples:
Live to Work | Work for the Wknd (Micke Desk).
Pillow Fighters | Pillow Talkers (Gurli Pillow).
Social + Digital
Media
We developed an enormous amount of assets and used them to create localized and lifestyle-targeted ads across platforms.
Examples:
Instagram (Live, Polls, Questionnaires, etc.)
Facebook Canvas (Interactive product photos)
Experiential
Design
To celebrate the launch of the Catalogue, we brought the Venn Diagram concept to life by creating a fenced interactive area where passers-by could opt to play with cats or dogs. No matter which they prefer or what their preferred lifestyle, the IKEA Catalogue is loved by all.
Other examples:
Ping Poäng (an interactive digital Ping Pong game using the IKEA Poäng Chair).
An interactive livestream billboard pitting Cats against Dogs in IKEA-filled rooms.
