2012 Winners & Shortlists

The Brief

The world’s most Swedish furniture store briefed us to advertise their winter sale with unlimited offers but a limited budget.

Creative Execution

Thanks to the power of the well-known icon, we only had to alter it without having to invest heavily in additional communication.

Describe the creative solution to the brief/objective.

The sale meant that there were so many more things to be put on the shopping list, we had to give Ikea’s icon a twist – or rather an extension. And then we used it to advertise the sale with a twinkle in the eye and in-store and in many mailboxes.

Results

10,000 pencils increased the visitor rate by 30%, meaning that for every pencil, we attracted almost 2 new shoppers.