Brief
BACKGROUND
IKEA – the undisputed leader in the home furnishings industry, present in Poland for 63 years. Our task was to expand the #PositiveImpact campaign informing about the impact of IKEA on the Polish and global market. This is an example of a campaign that confirms that you can create great campaigns in cooperation with other creative agencies, complementing each other. Our activities were a response to the need for the brand to tell how important our country is to IKEA and how important an element of the economy, not only ours, but also the global one, is IKEA Poland.
Solutions
Idea and implementation
For the campaign, we created a series of murals, the aim of which was to convey a large amount of quite complicated information in an attractive way: Poland has been IKEA’s second home for over 60 years, almost 100,000 specialists from Poland co-create IKEA, every 5th IKEA product in the world is manufactured in Poland. The murals were created in the largest cities in Poland: Warsaw (two locations), Wrocław, Bydgoszcz and Kraków, as well as cities where IKEA factories are located: Olecko, Zbąszyń and Lubawa.
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To present such an extensive message, we also created an animation, which is a moving version of the murals – the so-called animural.
The graphic is a motif of a path that leads the viewer through important aspects of IKEA’s activity: history, production and availability of products around the world.
Bringing the elements to life allowed us to extract surprising associations, expand the issues shown in the murals and introduce additional symbols, as well as the possibility of having fun discovering them.
We were also responsible for developing OOH materials and a series of advertorials for the work.
The author of the graphic design for the murals, animations and cotton bags is illustrator Martyna Wójcik – Śmierska, and Good Looking Studio and Wake up time were responsible for production.