2016 Winners & Shortlists

Brief Explanation

IKEA was founded in Sweden in 1943 and since then has spread to 47 countries across the world. The brand is synonymous for it’s clean, minimalist interior design values, which come across in its products.

The Brief

The fact that the brand has been in the Middle East for 30 years means that for many in the region they have grown up with IKEA and this is something to celebrate. The brief was to create a campaign that showed how IKEA has been integrated in homes all over the Middle East and affirm them as the number one brand when it comes to home furnishing.

How the final design was conceived

After many photographic and illustrative thoughts, we came across a typographic route based on the Arabic word for IKEA. We experimented with the letters and used the word in full as an empty room. By adding doors, cupboards, appliances, utensils, furnishings and products we made 3 different rooms. Just like the IKEA design mantra, we wanted to strip away any unnecessary clutter and keep the ads as simple as possible regarding the art direction.

Indication of how successful the outcome was in the market

The final campaign consisted of three iconic ads based on the Arabic IKEA logo. The ads show that IKEA isn’t just a foreign company who sell products in the Middle East but they are now an integral part of the region’s culture when it comes to home living. The clean typography symbolizes the fact there is a modern alternative to the traditional, more ornate interior design previously seen in the region. The ads have helped increase brand love in the region with higher footfall during the campaign.