- This project formed part of the D&AD student awards 2010. The brief was for IKEA and the aims were to inspire a wave of boundless change in people’s homes by promoting the new IKEA catalogue. It won a D&AD In-book commendation.
The core concept of this campaign is based on the fact that IKEA products come in flat pack boxes. The campaign subverts the notion of thinking outside the box as IKEA offers inspirational ideas in a box. Creative changes in your home are made easier by thinking inside the box with IKEA.
Through the use of ambient advertising the 2011 IKEA catalogue is promoted through everyday environments. These environments are boxed up which create a space for people to engage with the 2011 catalogue and think inside the box. Copies of the 2011 catalogue are bookmarked in accordance to the environment. This offers solutions and home furnishing hints in places and spaces that would most benefit from a wave of IKEA inspiration.