Juliana Paracencio
Executive Creative Director at Publicis
Madrid, Spain
TitleRoom For Families
Title (original language)Simpson
Agency
Campaign Real Life Series
Advertiser IKEA
Brand IKEA UAE
Date of First Broadcast/Publication
Business Sector Home Appliances, Furniture & Gardening
Philosophy Families are at the core of IKEA’s business: old and young, traditional and modern, family by birth or by choice. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats. To show that IKEA has relevant solutions to all cultures, the brand recreated rooms everyone loves; the perfect inspiration to sell furniture in a way our diverse audience could connect to. In this campaign, IKEA replaced all the furniture of a few famous families by its own. The Swedish brand chose three iconic family rooms on TV and then replicated them using IKEA furniture only. First, hundreds of items were collected from the IKEA catalogue and website to find the perfect furniture for these iconic spaces. After a two-month search, the near identical TV show pieces were chosen. The selects were then sent to a 3D studio, that brought these iconic living rooms to life, using only IKEA furniture. This created visually striking versions of their living rooms, made for real families in the real world.
Media Type Print
Chief Creative Officer
Creative Director
Creative Director
Art Director
Copywriter
3D Artist
General Manager, Marketing
Marketing Communications Manager

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