🏠 In 1996 IKEA opened its doors in Spain. Since then, the brand has transformed Spanish homes bringing in a more practical lifestyle. And as the brand was born, so did a new generation: Gen Z.
A generation who took the brand for granted since they’ve always had it in their lives. So, to make them love IKEA, we took IKEA away. And this is how six contestants were locked up in a house from the past for the sake of reality TV.
Itchy blankets, explosive gas stoves, and a bathroom with no storage were their every day at the 90’s house. How did they cope? Watch the episodes to know.
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— trailer film
— case study
— episode #1
— episode #2
— episode #4
—credits
client | IKEA
cco | Emiliano González De Pietri
cd | Álvaro López, Martín Subercasseaux
creative team | Lorena Álvarez, Agustina Lavignasse
project manager | Andrea Cabezudo
production company | LANDIA
directors | Maxi Blanco, Santy García
—recognition
cannes lions | silver | creative commerce – entertainment | 2022
cannes lions | silver | media | 2022
cannes lions | bronze | creative commerce – engagement | 2022
cannes lions | shortlist | entertainment – talent | 2022
LIA | silver | Branded Entertainment – Online Episode/Special | 2022
LIA | bronze | Branded Entertainment – Reality/Unscripted/Alternative TV Show | 2022
LIA | bronze | Digital – Branded Content | 2022
LIA | bronze | Integration: Creativity in Commerce | 2022
LIA | bronze | Social Media & Influencers: Retail | 2022
LIA | shortlist | Digital: Creativity in Commerce | 2022
eurobest | gold | Media – Channels: Use of social platforms | 2022
eurobest | gold | Entertainment – Talent: Digital & social | 2022
effie spain | gold | Best activation in Branded Content | 2022
epica awards | bronze | Homes, Furnishing & Appliances | 2022
epica awards | bronze | Retail services | 2022
gerety awards | silver | Entertainment – Digital | 2022
el ojo de iberoamérica | gold | Effectiveness – Media Strategy | 2022
el ojo de iberoamérica | gold | Effectiveness – Strategy, positioning & creativity | 2022
el ojo de iberoamérica | gold | Content – Digital Platforms | 2022
el ojo de iberoamérica | gold | Content – Influencers | 2022
el ojo de iberoamérica | gold | Digital & Social – Social activations for a product | 2022
el ojo de iberoamérica | gold | Digital & Social – Branded Content | 2022
el ojo de iberoamérica | gold | Digital & Social – E-commerce | 2022
el ojo de iberoamérica | silver | PR – Activation on digital and social platforms | 2022
el ojo de iberoamérica | silver | Effectiveness – Services | 2022
el ojo de iberoamérica | silver | Effectiveness – Promotional marketing | 2022
el ojo de iberoamérica | silver | Content – Brand experience | 2022
el ojo de iberoamérica | bronze | Direct – Use of digital platforms | 2022
el ojo de iberoamérica | bronze| Direct – Activation in social platforms & content co-creation | 2022
el ojo de iberoamérica | bronze | Direct – Events and activations | 2022
el ojo de iberoamérica | bronze | Direct – Launches and brand activations | 2022
el ojo de iberoamérica | bronze | PR – Real time activations | 2022
el ojo de iberoamérica | bronze | Innovation – Brand experience and strategy | 2022
el ojo de iberoamérica | bronze | Effectiveness – Real time marketing | 2022
el ojo de iberoamérica | bronze | Effectiveness – Interactive strategy | 2022
el ojo de iberoamérica | bronze | Film – Content up to 20 min | 2022
el sol | gold | branded content – digital and mobile | 2022
el sol | silver | innovation – innovation in branded content | 2022
el sol | silver | digital and mobile – campaigns | 2022
el sol | bronze | brand experience & activation – digital platforms | 2022
el sol | bronze | brand experience & activation – e-commerce | 2022
cdec (Spanish Creative Circle) | gold | instawards | 2022
cdec (Spanish Creative Circle) | silver | craft – production | 2022
cdec (Spanish Creative Circle) | silver | craft – production | 2022
cdec (Spanish Creative Circle) | bronze | branded content | 2022
cdec (Spanish Creative Circle) | X6 shortlist | 2022
BCMA (Branded Content Marketing Association - Spain) - best stratagy in branded content | 2021