The Worst IKEA Sale

Creative idea

Hate speech at school i a huge problem in Bulgaria. Parents usually don't see it. We made them see. IKEA and UNICEF set on sale a kid's desk, designed as a copy-paste of real school desks - with messages of hate, written ugly on it.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: IKEA
Campaign name: The Worst IKEA Sale
Agency network: INDEPENDENT AGENCY
Agency: The Smarts, Sofia
Creative director: Pavlina Boneva, Georgi Zlatkov
Art director: Iva Tzekoff
Copywriter: Sevda Semer
Account director (agency): Plamena Pavlova
Client account director: Bistra Bozhikova