CLIENT
Unilever Foods & Refreshments Global BV
Julien Barraux, Global Magnum Brand Vice President
Ben Curtis, Global Magnum Brand Director
Tugce Aksoy, Global Senior Magnum Brand Manager
Rosie Festus, Global Junior Magnum Brand Manager
Sara Paixao, Global Digital Experience Manager
Jyoti Khabra, Global Senior Content & Community Manager
Ying Hu, Assistant Magnum Brand Manager
Vaneeta Baban, Assistant Magnum Brand Manager
AGENCY
Tomas Ostiglia, Executive Creative Director
Tom Elliston, Managing Director
Camilla Facin, Head of Planning
Lucas Rodriguez, Head of Planning
Bruno Gomiero, Planning Manager
Kevin Cabuli, Creative Director
Jorge Zacher, Creative Director
Ana Goyoaga, Planner
Yan Graller, Design Team
Alan Chung, Design Team
Pedri Mezzini, Art Director
Gines Gomez, Art Director
Augusto Callegari, Copywriter
Oscar Fernandez, Global Account Manager
Felipe Calviño, Head of Production
Marina Saro, Producer
Saskia Van Liempt, Agency PR
Enrique Caballero, Agency PR
Golin
1st Avenue Machine
Kerry Smart, Executive Producer
Kirsty Lane, Producer
Nisa Kurti, Production Manager
Tim Brown, Director
Maxime Bruneel, Co-Director
Jonathan Chou, Director of Photography
Hugo Lemant, Editor
Jim Wright, Editor
Manuel Dondas, Editor
Big Sync, Music Partner
Warner Music, Publisher
Mindshare (Europe)
Maya Kulemeka, Global Strategy Director
SUMMARY
Historically, it’s tough to significantly progress key brand metrics with a single campaign for a category leader like IKEA. But that’s exactly what ‘I Love You But …’ achieved in Belgium in just five months. By successfully using Belgian insights into cohabitation frustrations to localize an appealing multi-market concept, and cost-effectively implementing a 360° campaign, IKEA reversed negative trends and scored exceptional positive shifts in ‘local enabler’ (+4 pts)49, ‘emotional meaning’ (+4 pts = highest ever score)50, and generated 32,1 million euros incremental turnover 51.
