Russian people perceive IKEA furniture as ordinary and predictable Scandinavian style interiors that are found in every Russian’s home. To demonstrate this fallacy, IKEA used its own products to recreate interiors from five famous literary works. The upshot was a significant change in attitude towards IKEA, seeing it as diverse and original, which led 8.4 million visits to IKEA stores and a 39% increase in visits to its ikea.ru site.
IKEA. LITERATURE
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Country:
Year:
Credits
Client:
IKEA
Agency:
Art Director:
Antonina Pirogova
Copywriter:
Evgeniy Golovan
Creative Director:
Roman Firainer
Yaroslav Orlov
More Integrated Campaigns Works
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Nomination Integration & Innovation Integrated Campaigns
IKEA’s Relationship Status
Miami Ad School Europe (Hamburg)
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Nomination Integration & Innovation Integrated Campaigns
The Freshest Tesco
MADE BY VACULIK
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Nomination Promotions & New Media Promotions
The Cube
Leo Burnett France