To celebrate the World Children’s Day (20th November 2019), together with IKEA, and in collaboration with Save the Children, we developed a project to raise awareness on the issue of witnessing violence afflicting children. Even before they learn to speak, children communicate. They do so through the means they have at their disposal, such as drawings, with which they express their emotions, as well as their discomforts, which are often ignored by adults. For this reason, the drawings of children victims of witnessing violence are inserted in a completely natural way in the exhibition areas of the IKEA stores. At the end of the exhibition, an experiential wall shows the drawings, telling the stories of children who have been victims of witnessing violence, inviting clients to support the petition on Save the Children website. The line: “Just because you didn’t see them, it doesn’t mean it didn’t happen”. The project takes place in all IKEA stores from the 20th to 24th of November. The campaign ends on Social Media.
In a year like 2020, made of one Groundhog day after another, we needed to experience a little bit of newness. Because nothing can break the daily routine and make us feel that good.
From this concept, we created a campaign that celebrates IKEA news through the story of Mr. Cuckoo: a cuckoo fed up with monotony and ready to welcome something new and unexpected into his everyday life.
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.
In-store and site traffic increased dramatically, along with brand awareness.
All, with 0 million earned media impressions.
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
A special birthday for the BILLY bookstore which turns 40! IKEA celebrates with an entire weekend of festivities, concretizing a reflection related to the reality of reading in Italy: we read always less (in fact, it is estimated that 57.6% of Italians do not read even one book in a year) compared of a continuous increase in new publications (70,000 new books published in 2018). As a result, emerging writers find it difficult to make themselves known to the general public.
Hence the idea of the brand as the bearer of a cultural message, wanting to become a meeting point between the public and writers: a special initiative dedicated to emerging writers that will take place in the IKEA store in San Giuliano Milanese.
For the occasion, thanks to the collaboration with IBS.it, the Italian online bookstore, the Billy bookshops in the store hosted works by authors not yet known to the general public, recreating inside IKEA a real reading circle animated by events, readings to the public, presentations with the presence of the authors and activities to rase awareness among participants on the theme of reading.
Christmas is awalys unconventional for the Swedish brand, in line with the usual ability of IKEA to positively change people’s life at home.
With the project “Minds Of Change. We support the idea of change”, the Swedish giant highlights its commitment to supporting Italian minds that aim to improve the health of our planet through green projects and ideas.
If it is true that living in a pleasant, stimulating and inspiring environment facilitates the development of ideas, who better than IKEA can actually put this into practice?
This is why the brand sustainably redesigned way the interior spaces, from domestic environments to the most chaotic work environments, of three Italian scientists who are working on 3 major projects related to the future of the planet and the humanity that inhabits it.
A campaign whose videos and branded content were not only designed to present our three testimonials and support their ideas, but also to inspire as many people as possible to change.
With IKEA we created the concept “Spring starts from you”, a state of mind more than just a season, which develops at home, even with small changes, and then slowly let us open to the world with a renewed creative spirit.
IKEA has driven the arrival of Spring with an articulated communication strategy:
The first big moment came to life in the Carugate store, with a totally “springed-over” entrance, both outside where customers were greeted by a floral signboard, and inside where the first display area was completely enveloped by the explosion of the new season.
But that’s not all. IKEA then took its own Spring around the city of Milan with a tram full of green outside and a sensory experience made of sounds and scents inside.