2015 Winners & Shortlists

IKEA RANGE COPY

BrandIKEA
Product/ServiceFURNISHING
EntrantIMPACT BBDO Cairo, EGYPT
CategoryHousehold, Home Appliances & Furnishings, Home Electronics & Audio-Visual
Entrant Company IMPACT BBDO Cairo, EGYPT
Advertising Agency IMPACT BBDO Cairo, EGYPT
Media Agency OMD Cairo, EGYPT
Production Company ASAP Cairo, EGYPT

Brief Explanation

IKEA is a new phenomenon for almost every Egyptian. And one of its benefits is that it offers a wide range of products, styles and colors all in one place. Usually, Egyptians would have to travel from store to store (and in completely different areas) in order to get what they actually need to fill their houses. So in honor of that insight, we decided to create a series of overly exaggerated TV spots showing the Egyptian public how hectic and disastrous their lives would be if they continue to furnish their houses without IKEA. In the video, the husband introduced a new chair to the house, and his wife went berserk since it wasn't the color she wanted. In the end, the video show cases the wide range that IKEA has to offer, which was the first furniture store in Egypt to offer this concept. The videos are shot in epic slow motion in order for the viewers to grasp every teeny-weeny detail of the calamitous consequences. Who would have thought that a wrong colored chair would have resulted in a house burning down?

Credits

Name Company Role
Emile Tabanji Impact BBDO Cairo Managing Director
Hussam Mourou Impact BBDO Cairo Executive Creative Director
Mostafa Hamza Impact BBDO Cairo Associate Creative Director
Amr Abdelwahab Impact BBDO Copywriter
Aida Nassar Impact BBDO Business Director
Mariam Elwan Impact BBDO Cairo Senior Account Manager
Amira Alaa Impact BBDO Account Manager
Mohamed Hamad OMD Director
Kareem Dabbagh OMD Senior Planner