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Spaghettis

文案cnen
If Not For Yourself, At Least For The Others.
基本信息
行业: 零售与分销
媒体:影视
时间:2001年9月23日
投放:法国
语言:英语
风格: Minimalism
说明cnen
The product shots illustrate the variety of IKEA products, colours and design.
A new brand tag-line sums up the campaign: "If you don"t do it for yourself, at least do it for others". Both a reminder of how important is to improve one's living space, for all of those living in it, and a way of saying how easy it is with IKEA, to make life better.
Context
IKEA is a brand apart. IKEA has been doing things differently for 20 years in France.
IKEA could have celebrated its birthday like any other distributor, instead IKEA is being true to itself. IKEA is making a radical change to its communication.
Philosophy/Solution
The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces.
The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design".
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户主管:
客户主任:
客户企划:
制作公司:
制片:
导演:
音乐:
其他职位:Concept: Sylvain Thirache, Aude Mee
奖项
戛纳国际创意节 2002
金奖
Home Appliances & Furnishings
YoungGuns Advertising 2002
金奖
TV Campaigns 30 Seconds
The Cresta Awards 2002
优胜奖
Multi-Media Campaigns
EPICA (Europe's Premier Creative Awards) 2001
优胜金奖
Homes, Furnishings & Appliances
Meribel Ad Festival - Central Europe Cristal Awards 2001
Grand Cristal
Meribel Ad Festival - Central Europe Cristal Awards 2001
Cristal
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