2017 Winners & Shortlists

FRAKTA COLLECTION

Client/BrandIKEA - SAUDI ARABIA
Product/ServiceFRAKTA
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategorySmall Scale Special Solutions
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Brief Explanation

We turned a product that almost every IKEA customer comes in contact with into a new medium to reinforce IKEA’s core philosophy. We printed a set of lines on the inside of each FRAKTA bag turning it from “just” a bag into a product with endless possibilities. It’s pretty much reflecting what the entire product range of IKEA promises. People were now able to turn the bag into items like a baby bib or an apron, picnic mats and even fun items like pet raincoats and camel mounts.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Ramzi Moutran Memac Ogilvy Dubai Executive Creative Director
Sascha Kuntze Memac Ogilvy Dubai Creative Director
Sascha Kuntze Memac Ogilvy Dubai Copywriter
Juliana Paracencio Memac Ogilvy Dubai Associate Creative Director
Irfan Ghani Memac Ogilvy Dubai Design Director
Irfan Ghani Memac Ogilvy Dubai Designer Director
Hyunseo Yoo Memac Ogilvy Dubai Designer
Hyunseo Yoo Memac Ogilvy Dubai Illustrator
Tamara D'Costa Memac Ogilvy Dubai Agency Producer
Bernard Abou Nader Memac Ogilvy Jeddah Account Director
Toil & Tinker Toil & Tinker Production