2022 Winners & Shortlists

Please tell us how disruption in your market place inspired the work

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, it’s floral, it’s kitsch, baroque, it’s retro, it’s shabby chic and it’s everywhere, because they are all sentimental and they’re holding on to memories, handed down in the shape of furniture. At IKEA, we created visuals that illustrate exactly how, when you own furniture for too long, well, you start blending into it. literally. We used these visuals to promote a 70% IKEA sale. For the first time ever, we had an IKEA furniture sale ad, showing zero IKEA furniture. Actually, it was the first IKEA ad with more than 100 pieces of furniture NOT from IKEA. And we were able to host an IKEA sale with no sale of percentage or discount stickers in the ad. That’s real market disruption for the whole furniture category.