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IKEA believes that great design should be available to everyone. No wonder its Design is called Democratic: a combination of function, form, quality, sustainability, and low price. Starting from this last principle, affordability, we brought to life an integrated campaign that describes IKEA solutions as more than just products, because they’re developed to make the difference in every home. And to be accessible to anyone. And that’s why, thanks to IKEA, with little you can get a lot for your life.
After having revolutionized the mobile telco market in just three years, iliad launches its first offer for the fixed network: iliadbox, the clear and round optic fiber.
And it does so with the irreverent and visionary style it has accustomed us to over the years. In just 30 seconds, the new iliad campaign sweeps away the old clichés and unclear promises that characterize the communication of telephone companies, to take us to a world where we can finally see ourselves clearly, indeed round.
Thanks to the New Audi RS 6 Avant, doing something nice for others at Christmas doesn’t mean forgetting about ourselves: there’s always a good excuse to drive and enjoy the emotion of thrilling performances.
Every year, 30 million Italians anxiously wait for the latest edition of the IKEA catalogue to arrive in their mailboxes.
In 2020, however, for the first time in history, the brand decided not to deliver it directly to people’s homes but to distribute it from IKEA stores.
Confessing the end of this deep-rooted ritual to Italians was almost unthinkable.
Therefore, DDB Italia came up with a special campaign: The UnCampaign, the first campaign designed to be ignored.
But also to be illegible, indecipherable, unattainable and unreachable, through the use of specially-chosen touch points and media: OOH positioned in the least frequented places in Italy, incomprehensible prints, ADV displays on the web’s least visited websites and social media done in reverse, with complete strangers used as Influencers and endless Instagram stories, all designed to be skipped.
A special video was made to communicate the sad news to the target audience, who were completely swept away by the campaign. And certainly amused.
The result?
In-store and site traffic increased dramatically, along with brand awareness.
All, with 0 million earned media impressions.
Life is full of changes. And we can all experience them best with Audi: The Original Accessories, the Audi Collection and the Kids line help us to face any change in the right way.
This is the concept behind the new multi-subject campaign signed by Audi Service. Three films that stage Audi’s ability to always meet the needs of our lives, in an ironic and modern tone.
Together with Bennet, we made the video “Let’s not call them heroes”, dedicated to all the employees, for the responsibility and dedication they showed during COVID emergency and for the extraordinary commitment they continue to face in this period.
Bennet played a major role in supporting local communities during the COVID-19 emergency. This required an extraordinary organizational effort, carried out by its 6725 employees, with great commitment and sense of responsibility.
In order to give visibility and credit to each one of them, we made a video which presents employees not as heroes, but as normal people to be thanked even more strongly and spontaneously.
The launch of the IKEA Catalogue takes place every year almost as a ritual but this year it has a deeper meaning, linked to the new role that our homes have in our lives and to the brand’s ability to positively support the need for change. Based on these premises, DDB Group Italy developed a strategic and communication platform in which the IKEA Catalogue was turned into a handbook that makes even the impossible seem possible, like adopting sustainable living solutions without great effort and with ease.
During the pre-launch phase we creatively played on a paradox: nobody knows better than animals how to balance sustainability with saving, as they are capable in their daily life of living in a perfectly sustainable way without using too many resources. This is how our digital and social video-strategy, with many “furry” protagonists, was launched.
The launch Campaign instead, which included Print, Billboard, Digital and Radio channels, describes the iconic actions linked to the new products that “talk” about sustainability: from meatballs with vegetable proteins that taste identical to meat, the BILLY bookcase edition produced with wood from the forest damaged by the Vaia storm, to bedroom products made from cotton grown with sustainable methods that fully respect the environment.
Ikea reawakens the power of a good night’s sleep
The year in which IKEA Italy has turned 30 years old, a display campaign was born describing 30 products through 30 ads. After all, is there a better way to pay tribute to a brand that loves copywriting, if not with other copywriting?