IKEA, Blanket forts

Creative idea

The “IKEA Forts” project was born as a real-time response to the new COVID-19 reality, in which people needed support in organizing an interesting home environment for children. The use of social networks made it possible to address quickly and directly the exact audience — families with children, and the easy-to-follow, understandable and accessible to everyone format of manuals — to immediately engage them in action.

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