Discover the Originals
Award: Graphite Pencil
Graphite Pencil / Integrated / Small/Medium Enterprise / 2022
Discover the Originals took advantage of IKEA's pop culture status. The brand's product names have become a phenomenon in their own right, but what no one outside of Sweden knew was that a lot of the names belong to wonderful Swedish places. Discover the Originals reclaimed the names by showing where IKEA's product names actually come from, promoting Swedish tourism destinations in an entertaining and news-worthy way. An official tourism slogan was also created for the beautiful Lake Bolmen, which gave its name to an IKEA toilet brush.
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