2020/2021 Winners & Shortlists

ROOM TO CHANGE

Bronze Lynx
BrandIKEA
Product/ServiceIKEA STORAGE & ORGANISATION
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryPosters
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Production CANJA AUDIO CULTURE Curitiba, BRAZIL
Production 2 CAUSTIK Beirut, LEBANON

Background

2020 is the year everyone spent at home. They worked from home, their interests grew at home, they brought their hobbies home. Everything was done from the home and so everything piled up at home. All the objects, accessories, purchases were now inside the home. This created a mess. And messes can discourage people and stand in the way of them evolving and changing again, be it their work patterns or their interests. Because it meant getting even more items.

Describe the creative idea (40% of vote)

We showed people that there’s always room to change. Because at Ikea we have 60+ storage and home organization solutions that allow you to change as much as you want. We created visuals made of the same room, repeating over and over again. And with every repetition, you could notice a small change. Celebration balloons in, celebration balloons out. New plant, small plant, bigger plant, many plants and then finally a new plant shelf from Ikea. New books, more books, new book shelf from Ikea. We won’t spoil them all, we’ll let you discover them in our visuals. The same room changed a million times, it was always full of life. It was also, always tidy and organized.

Describe the execution (40% of vote)

We launched 3 posters, each showing, a different room, for a different target audience. The first visual is kitchen focused and shows how, the same kitchen, had room to change from hosting a family that ate take out, to hosting the same family that started cooking gourmet meals in the same kitchen. The second visual shows how, literally, the same bedroom had room to change, from being a baby girl’s room to a teenager’s room, gradually. The third visual shows how, a same living room, had room to change, from being a bachelor’s pad, all the way to a divorcé’s living room. Art direction wise, all the visuals and items were hand drawn and painted, creating unique visuals with charm and character. We played on the exact repetition of the same room with very slight nuances changing each time, transporting the viewer on a full trip inside the room.

List the results (20% of vote)

Each person spent on average 2-3 minutes with each poster looking at all the rooms and discovering the changes and illustrating how life grows yet neater by the day.

Credits

Name Company Role
Mohammad Bahmishan Leo Burnett KSA Support
Saadi Alkouatli Leo Burnett KSA Ideation + Art + Copy
José Pedro Bortolini Publicis Groupe Art Direction + Concept
Mohammed Omeira Leo Burnett Copy
Nadeem Ghanem Caustick Directing Illustration
Jaafar Deeb Caustick Illustrator
Lucas Sfair CANJA Audio Culture Music Composition
Imad Jurdi Leo Burnett KSA Support
Makram Khatib Leo Burnett KSA Support
Thamer Farsi Leo Burnett KSA Support
Mazen Mitri Leo Burnett Beirut Support
Samir Antoun Leo Burnett KSA Support