IKEA, Blanket forts

Creative idea

The idea of the project was born from the people’s need to entertain kids and bring back a sense of security and carefree during the lockdown. IKEA has managed to create a literally physical experience of simple and engaging interaction with the brand's products for millions of people, which, due to the simplicity of implementation and placement, cost us nothing.

Brand name: IKEA Russia
Advertiser / client: IKEA DOM LLC
Product / service: Retail householding stores
Campaign name: Blanket forts
Agency network: BBDO WORLDWIDE
Agency: JSC 'Instinct', Moscow
Web address: https://www.instagram.com/p/B_7LwgmirvX/
Executive creative director: Roman Firainer / Yaroslav Orlov
Creative director: Evgeniy Golovan / Antonina Pirogova
Art director: Antonina Pirogova
Copywriter: Evgeniy Golovan
Designer: Elena Kravchenko
Account director (agency): Irina Gornova
Client account director: Marina Vershinina
Managing director: Julia Gubina
Senior planner: Anna Zakharova
Additional company: IKEA Marketing Manager – Inna Romagnoli Marketing Communication Manager - Anna Fokina Communications Leader – Olya Belyaeva Social Media Leader – Yulia Prygunkova