IKEA

Christine Campos, Media Specialist
Christine Whitehawk, Communications Manager
Antonia Banuelos, Marketing Specialist

Ogilvy & Mather *Lead Agency

Mila Babrikova, Account Director
Alexander Cho, Account Executive
Mirko Stolz, Creative Director
Mirco Pasqualini, Interactive Design
Della Mathew, Creative Director
Terry Martin, Managing Director
Tomomi Sohn, Art Director

Ketchum

MEC Global

Brownstein Group

What is considered ideal for rented digs is not deemed appropriate for lovingly furnished family homes. Customers graduating out of the store has long been IKEAs biggest conundrum- this campaign was the first time IKEA took a different tack with the challenge, and won. IKEA created a campaign that successfully pulled in a higher value, older audience by doing things differently: instead of simply promoting product, they provided content of genuine utility to truly make family life easier, and in so doing, still sold a lot of product.