Proudly Second Best
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Press Campaigns / 2024
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Poster Campaigns
Award: Shortlist
Shortlist / Film / Social Commercial Campaigns
This campaign is composed of 3 different executions. We will show one of our best baby furtinures: our ANTILOP Highchair, the SMÅGÖRA cot and the BOLMEN step stool. As if it were an IKEA catalog, we will start showing each product with the price next to it and the camera shot will open up to surprise us with something interesting: none of our products are being used by babies, on the contrary, babies are much more comfortable on their parents' chest or lap. And finally, the following message will appear on the screen: IKEA, proudly second best.
What did the judges have to say?
Lovely, simple presentation of a truth that's relevant to the product.
Doug Schiff, Chief Creative Officer, VML Ogilvy Japan