2014 Winners & Shortlists

Brief Explanation

IKEA was opening its first store in Egypt. While it was a well-known brand name and concept abroad, it was relatively unknown by local consumers. We needed to highlight that it was a home furnishing store, as well as introduce the completely new concept of purchasing furniture and assembling yourself at home.

The Brief

The client requested an invitation for the opening ceremony that reflected IKEA as a brand. Since this is IKEA's grand opening in Egypt, it had to be insightful in terms of what IKEA stands for. This was the first communication of IKEA in Egypt and we had to make sure the invitation was faithful to the brand character in a creative way.

How the final design was conceived

We took one of the icons of IKEA, the flatpack, and used it as our starting point. We brought to life the idea that the flatpack, like all IKEA flatpacks, once opened, you instantly get access to your new furniture in as little space possible. So we basically replaced the traditional envelope with a flatpack containing the actual letter.

Indication of how successful the outcome was in the market

The invitation highlighted the core benefit that IKEA offers its customers. "We do our part, and you do yours, and together we make it happen." IKEA produces the furniture, and by assembling it yourself at home, IKEA can give you great home furnishing solutions at the best prices. The invitation successfully brought this message home to all the invitees and most of them attended the event claiming that they held on to the invites.