2022 Winners & Shortlists

FITS ANYWHERE

Grand Prix

Demo Film

MP3 Original Language

BrandIKEA
Product/ServiceSMALL SPACES COLLECTION
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryUse of Radio & Audio as a Medium
Idea Creation WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Media Placement WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
Production MANGOJAM STUDIO FZ LLC Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the radio or audio execution or campaign.

How does a brand make people aware of its lesser-known Small Space Value Collection through a radio spot? Ikea did exactly that through some smart thinking, innovative executions, strategic media placements and optimum use of a limited budget. Ikea drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or was waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection.

Cultural / Context information for the jury

Ikea is a global home furnishing brand that brings affordability, design and comfort to people all over the world. Everyone knows that. However, not a lot of us know that Ikea also stands for space-saving solutions and has a range of furniture dedicated to that, called the Small Space Value Collection. Ikea needed to make people aware of its Small Space Value Collection in way that is clear, concise and intriguing to increase sales and save space. Because let’s face it, who doesn’t want some extra space at home?

Script. Provide the full to radio/audio script in English.

IKEA Shelf Unit. 29 Dirhams. VALUE FITS ANYWHERE. IKEA Storage Table. 125 Dirhams. VALUE FITS ANYWHERE. IKEA Basket. 25 Dirhams. VALUE FITS ANYWHERE. IKEA Vesken Shelf. 29 Dirhams. VALUE FITS ANYWHERE. IKEA Malm Drawer. 295 Dirhams. VALUE FITS ANYWHERE. IKEA Kullen Drawer. 49 Dirhams. VALUE FITS ANYWHERE. IKEA Kvistbro Table. 125 Dirhams. VALUE FITS ANYWHERE. IKEA Malm Drawer. 249 Dirhams. VALUE FITS ANYWHERE. IKEA Klippan Sofa. 795 Dirhams. VALUE FITS ANYWHERE. IKEA Risatorp Basket. 25 Dirhams. VALUE FITS ANYWHERE. IKEA Lote Drawer. 125 Dirhams. VALUE FITS ANYWHERE IKEA Chest of 2 Drawers. 49 Dirhams. VALUE FITS ANYWHERE.

Explain how the work innovatively used the radio / audio medium.

Ikea drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air for an entire day. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or were waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection

Credits

Name Company Role
Paul Shearer Wunderman Thompson Chief Creative Officer - Global Clients
Chafic Haddad Wunderman Thompson Riyadh Chief Creative Officer
Rayyan Aoun Wunderman Thompson Riyadh Executive Creative Director
Carlos Camacho Wunderman Thompson Amsterdam Executive Creative Director
Shine KM Wunderman Thompson Riyadh Head of Design
Vishal Munyal Wunderman Thompson Riyadh Associate Creative Director
Nadine Hadidi Wunderman Thompson Riyadh Account Director
Brenton Afonso Sound Agency Sound Engineer/Sound designer
Shivani Sehgal Producer Agency Producer
Wilbur D’Costa Producer Agency Executive Producer
Carla Klumpenaar Al Futtaim Client
Binita Roychowdhury Al Futtaim Client
Salama Ahmad Al Futtaim Client
Dina Sahhar Al Futtaim Client

View Script