IKEA Outdoor Skima Gallery by TBWA\Hakuhodo Tokyo

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Skima Gallery

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Industry Department Stores & Shopping Malls
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazoo Sato Associate Creative Director
Copywriter Chino Yamaguchi
Released May 2012


London International Awards 2012
Design Environmental Installations/Displays - Temporary Bronze Winner

Credits & Description

Entrant: TBWA\Hakuhodo, Tokyo
IKEA - "Skima Gallery"
Corporate Name of Client: IKEA Japan K.K.
Client Account Director: Eri Suzuki
Agency Account Directors: Toshihiro Yoshii/Kei Kaneko
Agency: TBWA\Hakuhodo, Tokyo
Executive Creative Director: Kazoo Sato
Copywriter: Chino Yamaguchi
Art Directors: Katsuhiro Shimizu/Keisuke Shimizu
Promotion Planner: Yoshitaka Kobayashi
Interactive Planner: Masashi Matsukura
Description of the Project
Brief: “Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA in a unique, stylish, fun, ‘IKEA’ way.
Solution: Install room sets using small, weird, and dead space in “SUKIMA areas” – the narrow spaces between buildings - and link them into an outdoor GALLERY where people can see the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.
Results: Over 100,000 people visited to the outdoor gallery street. The website captured 188,000 PV, with thousands of “likes!” in one week.