IKEA Design & Branding SILENT MESSAGES by Grabarz & Partner Hamburg

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Heiko Notter
Photographer Patrice Lange C
Account Supervisor Laura Becker, Denise Ewald
Released January 2010

Credits & Description

Category: Typography
Advertiser: IKEA
Date of First Appearance: Jan 28 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Dirk Siebenhaar (Grabarz & Partner)
Creative Direction: Tom Hauser (Grabarz & Partner)
Art Direction: Oliver Brkitsch (Grabarz & Partner)
Copywriter: Heiko Notter (Grabarz & Partner)
Photographer: Patrice Lange
Account Supervisor: Denise Ewald (Grabarz & Partner)
Account Supervisor: Laura Becker (Grabarz & Partner)
Advertiser's Supervisor: Claudia Willvonseder (IKEA Deutschland GmbH & Co. KG)
Advertiser's Supervisor: Hendrik Zimmer (IKEA Deutschland GmbH & Co. KG)
Advertiser's Supervisor: Antje Luehmann (IKEA Deutschland GmbH & Co. KG)
Post Production: Sven Hagmeister
Art Buying: Indra Hohns (Grabarz & Partner)
Media placement: Print Ad - Frizz Frankfurt, Frizz Würzburg - 28.01.2010

Describe the challenges and key objectives
As a democratic brand, IKEA treats all people with the same level of respect. But how do you communicate the benefits of the IKEA Assembly Service, which does the furniture assembly professionally, without making some people feel bad about their lack of do-it-yourself skills? Simple: we looked at the problem from a different perspective and swiftly turned a lack of do-it-yourself skills when it comes to assembling furniture into artistic talent! This let us communicate our message with a twinkle in the eye rather than by pointing a lecturing finger - which is exactly the brand philosophy behind IKEA.

Describe the brief from the client
The task was to advertise the IKEA Assembly Service with an unusual print campaign.

Describe how you arrived at the final design
With an ironic twinkle-in-the-eye, we let the furniture speak for itself by creating unique letter sculptures made up of wrongly-assembled IKEA furniture. These exclaimed messages like 'Oops', 'Shit' and 'Help'.

Give some indication of how successful the outcome was in the market
The museum stunt was part of an integrated campaign for the Assembly Service. The review of bookings showed that 2.173 orders were made directly after the campaign. That’s three times as much as in an average month of the quarter before and represents a growth of 300%.