IKEA Design & Branding THE TIMES ARE CHANGING by Ogilvy & Mather Frankfurt

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Uwe Jakob, Dr. Ulf Schmidt
Art Director Daniel Schweinzer
Copywriter Marcus Pfeiffer, Nico Schneider
Released September 2009


Caples Awards 2010
Other Media Retention/Loyalty, non-mail Bronze

Credits & Description

Category: Self Promotion
Advertiser: IKEA GERMANY
Date of First Appearance: Sep 21 2009 12:00AM
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr. Ulf Schmidt (Ogilvy Frankfurt)
Creative Director: Uwe Jakob (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Marcus Pfeiffer (Ogilvy Frankfurt)
Copywriter: Nico Schneider (Ogilvy Frankfurt)
Motion Design: Klaus Martin Michaelis (Ogilvy Frankfurt)
Technical Director: Jens Steffen (Ogilvy Frankfurt)
Flash Design: Valentina Kusmin (Ogilvy Frankfurt)
Typography: Daniel Schweinzer (Ogilvy Frankfurt)
Typography: Tanja Oppel (Ogilvy Frankfurt)
Management Supervisor: Frank Apel (Ogilvy Frankfurt)
Customer Relationship Manager / Online-Manager: Katja Sottmeier (Ogilvy Frankfurt)
Media placement: Screensaver - Online - 21.09.2009

Describe the challenges and key objectives
The times are changing – BILLY remains the same. For 30 years. And because that will also be the case in the future, we developed a very special birthday present: The BILLY Screensaver "THE TIMES ARE CHANGING“. Linked to the computer’s real-time clock, the screensaver always shows the exact time of day. So the user can see time passing in the shape of BILLY storage racks.

Describe the brief from the client
BILLY, the top-selling storage rack in the world, turned 30. After all, that’s a hell of a long time for a piece of furniture. Especially in fast-moving times such as these. And, what’s more, a good reason for a celebration.

Describe how you arrived at the final design
The times are changing – BILLY remains the same. That is why we used BILLY storage systems and their contents to build the single numbers in order to create a clock which always shows the exact time of the day. So the user can see time passing in the shape of BILLY storage racks.

Give some indication of how successful the outcome was in the market
After the first two weeks the screensaver was downloaded more than 2,000 times.