IKEA
2018 Catalogue Launch Campaign
Client
IKEA Middle East
Agency
Impact BBDO
Creative Art Direction
Taraka 'TK' Tennakoon
Collaborators
Scott Leder - Executive Creative Director, Caroline Ceiliers- Copywriter, Clarisse Mar & Emilie Haddad - Producers
IKEA wanted to be a constant source of inspiration throughout the year, so we sought to help inspire people in their own way.
But in such a dynamic, transient region as the Middle East, we wanted to position IKEA’s catalogue as a doctrine for home furnishing, interior design and Scandinavian inspiration.
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Not just seen as a go-to-guide for furnishings, but a trend-setting and inspirational publication that adds value throughout the year to come. So we invited the region to make room for all thats in store in 2018 through 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 rallying cry.
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.
From Sweden, with love.
Step into 2018
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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
Kicking it all off
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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
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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.
