2015 Winners & Shortlists

Brief Explanation

The Egyptian culture doesn’t have the idea of self-serving, you can see that in everything around us in super markets & restaurants. While it’s in Ikea’s DNA is self-serving and self-assembling. So we had to find a simple way to introduce to the Egyptian market that it’s very easy to assemble your own bed and the idea came from here. Creating a small bed mock-up in a magazine insert was the perfect way to get the message of easily self-assembling your own furniture and it’s also a nice thing to keep on your desk at home.

The Brief

IKEA is a new phenomenon for almost every Egyptian citizen. In Egyptian culture, it is somewhat taboo to even think of assembling your own furniture. That’s something a carpenter should do instead. The result of this was that client needed us to instill this completely bizarre concept of flat pack furniture to the society. To tackle this problem, we created a print ad where the consumer can actually build an exquisite looking IKEA bed from materials in the ad, and in literally a matter of seconds. It was designed to help the average Egyptian understand the sense of fulfillment and the simplicity of it all.

How the final design was conceived

We decided that there was no better way to help Egyptians understand the concept of flat pack furniture than to give them an entertaining, easy and beautiful method of learning. The bed that is available in the design is actually a real IKEA bed that could be bought from the store in Egypt. We chose one of the most popular beds in IKEA, and gorgeously mixed it up with bright and vibrant colors that immediately caught the eye of the person flipping through the magazine.

Indication of how successful the outcome was in the market

During the month of which this print ad was released, IKEA saw an exponential rise of number of visitors. In fact, after the release, over 5,000 more Egyptians visited IKEA on a daily basis. For such a uniquely peculiar concept in the country, this was undoubtedly considered as a massive success. It also caused a ripple effect, where people shared pictures of the print ad on social media, causing a significant buzz, but more importantly, helping Egyptians realize that assembling your own furniture was not the end of the word.

Ikea was launching in Egypt, so its possibilities was endless. We were targeting everyone especially the couples or newly weds because they are the ones that would consider furnishing their houses. Ikea offered all furnishing products.