2015 Winners & Shortlists

IKEA FLAT PACK

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 the idea of flat pack furniture is more of an bizarre concept than anything else. 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, a man who is getting ready for his wedding night, faces extreme difficulties trying to pull his bed to the 5th floor. In the end, the video show cases the flat pack concept that IKEA has to offer and how easy it is to move an entire bed in one simple cardboard box, which is a new luxury in Egypt. 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 heart shaped bed would crash into a crowded street?

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 Cairo Copywriter
Aida Nassar Impact BBDO Cairo Business Director
Amira Alaa Impact BBDO Cairo Account Manager
Mohamed Hamad OMD Director
Kareem Dabbagh OMD Senior Planner