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 mostly by 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.
CANNES LIONS
Silver Lion in Outdoor / Retail
Bronze Lion in Industry Craft / Illustration
Shortlist - In Print & Publishing / Retail
Shortlist- Industry Craft / Art Direction
Shortlist- Industry Craft / Brand and Communications
ADWEEK
Top 10 Best Campaigns 2019
CLIO AWARDS
Silver Clio in Print
AD STARS
Bronze Ad Stars in Outdoor
LÜZER`S ARCHIVE
Print Ad of the Week - IKEA Real Life Series - 2019
Agency: Publicis, Spain
Chief Creative Officer: Eduardo Marques
Creative Director: Juliana Paracencio, Luiz Vicente Simões
Creative Team: Diego Fernández-Cid & Guillermo Laureano Ley Núñez
3d Artist: Bruno Rodrigo de Miranda
Illustrator: Bruno Rodrigo de Miranda
Client: Ikea, UAE
Interior Design: Carla Klumpenaar
Consumer Engagement: Carla Klumpenaar
Manager: Amer Yaghi
Chief Creative Officer: Eduardo Marques
Creative Director: Juliana Paracencio, Luiz Vicente Simões
Creative Team: Diego Fernández-Cid & Guillermo Laureano Ley Núñez
3d Artist: Bruno Rodrigo de Miranda
Illustrator: Bruno Rodrigo de Miranda
Client: Ikea, UAE
Interior Design: Carla Klumpenaar
Consumer Engagement: Carla Klumpenaar
Manager: Amer Yaghi
