2022 Winners & Shortlists

LIVING ROOM

Silver Lynx Campaign
BrandIKEA
Product/ServiceIKEA SALE
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
1 of 2 Campaign
CategoryConsumer Goods
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement STARCOM Jeddah, SAUDI ARABIA
Production NOJARA PRODUCTIONS Cairo, EGYPT

Cultural / Context information for the jury

Have you ever been inside a house that hasn’t been refurbished, in Saudi or Bahrain? It’s like going back in time. it’s sentimental, floral, kitsch and it’s everywhere, because they are sentimental and holding on to memories, handed down in the shape of furniture. The old furniture style shows how Saudis used to furnish their houses back in the days, by commissioning a carpenter that has a few templates that are very French baroque or retro, sometimes a mix and match, and that’s the style of all big houses of parents and grand-parents. And the more they spend time with their inherited furniture, the more it grows on them and the less they feel the need to change it. So, at IKEA, we created visuals that illustrate how, when you own furniture for too long, well, you start blending into it. We used them to promote a 70% sale.

Credits

Name Company Role
Mohammed Bahmishan Publicis communications Ideation
Mohammed Sehly Leo Burnett Ideation/Execution
Thamer Farsi Publicis Communications Support
Samir Antoun Leo burnett Support
Makram Khatib Leo Burnett Support
Imad Jurdi Leo Burnett Support