Trapped in the 90s
Award: Graphite Pencil
Graphite Pencil / Commerce / Entertainment / 2023
Award: Wood Pencil
Wood Pencil / Experiential / Use of Talent & Influencers
Award: Shortlist
Shortlist / Media / Entertainment
Award: Shortlist
Shortlist / Media / Use of Talent & Influencers
Award: Shortlist
Shortlist / Spatial Design / Sets & Stages
IKEA arrived in Spain 25 years ago, marking the birth of a new generation that's never known life without it. Six of these IKEA 'natives' were invited on a trip back in time to the 1990s in the form of a reality show. In over 100 hours of filmed content, these Gen Zers had to survive in a house with an explosive stove, heavy itchy blankets, rotary phones, smoky mirrors, and dim lights. However, within this nightmare, there was a ray of hope – an 'IKEA paradise', where IKEA's new products were given to those who won challenges.
What did the judges have to say?
Trapped in the 90s is a great example of 'Content to Commerce'. Or should I say, 'Entertainment to Commerce'. The jury loved how this project exploded in popular culture with massive following in the Spanish market. Every juror loves an idea that is seen, followed and loved by everyone including their family members (not just by creative industry folks). This idea inspired transaction without feeling like it was selling you something. True excellence in creative commerce.
Ronald Ng, Global Chief Creative Officer, MRM
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.