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Small Space Sitting

基本信息
行业: 家居与日用品
媒体:户外
投放:德国
风格: Minimalism
说明cnen
CampaignDescription

In big cities housing space runs so short and expensive that hardly anyone can still afford it. As a consequence apartments get smaller. However, IKEA’s philosophy is to make the most out of every space with smart solutions. The idea was to promote IKEA’s furniture and the brand’s philosophy. For this we took posters – that usually only show furniture – and made them experienceable. Our specially designed CLPs turned Small Sapce Living into Small Space Sitting – letting people actually take a seat in a poster for the first time. So we surprised Berlin’s passers-by and let them discover space where no space was before. Proving that with smart ideas any space can be turned into a great place – even small advertising space.
Strategy

We wanted to show that with smart ideas even the smallest space surprisingly provides enough space for something great. So we made IKEA’s brand philosophy experienceable and turned Small Space Living into Small Space Sitting. In our campaign people could not only see but experience how easy it is to make much out of little. And we showed all of Berlin that a great place does not have anything to do with space.
Synopsis

In every metropolis it’s the same: spacious apartments are hard to find. And even harder to pay for. Berlin is no exception to this rule. With 80.000 new inhabitants each year Germany’s capital is one of the fastest growing cities in Europe. And as it gets bigger the rents get higher. As in every metropolis each square metre continues to cost more money – which fewer and fewer people have. So most people can only afford small apartments. But does the furniture for those small apartments also have to become smaller? IKEA proves it only needs to be one thing: smarter. That’s what the brand calls Small Space Living. We turned this into Small Space Sitting. Proving that even the smallest space can be turned into a great place.
Relevancy

IKEA has a philosophy: Small Space Living. Meaning that with smart ideas – like IKEA’s furniture – even the smallest space surprisingly offers a lot of space. We wanted to make this philosophy experienceable. And so the medium became the message. By taking a well-known, traditional medium for outdoor promotion and turning it into something new and extraordinary. Something people could experience and interact with all over Berlin: the Small Space Sitting City-Light-Posters by IKEA. Our specially designed CLPs offered people a seat and space where they did not expect it.
Execution

With the help of a designer we let ordinary CLPs become something that is more than just a poster. Therefore, we covered our specially designed CLPs with a special, highly flexible fabric. From afar they appeared to be ordinary CLPs promoting a chair or couch. From close up however people quickly discovered that they could actually take a seat in them – as if the furniture was directly build into the poster. During a two-week promotion the Small Space Sitting City-Light-Posters were set up at much-frequented places all over Berlin.
Outcome

During the campaign our Small Space Sitting City-Light-Posters were set up at much-frequented places like Berlin central station, close to the Federal Assembly, in malls and on the streets. So thousands of people got the chance to see and try out our posters. Right away Berlin’s passers-by curiously interacted with them and took a seat. They not only enthusiastically took pictures and shared the idea on social media but also got inspired to use their own housing space cleverly – with the help of IKEA’s smart and flexible furniture. But most of all we did not only talk about the brand’s Small Space Living philosophy but made it experienceable in our small advertising space.
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其他职位:Entrant Company: GRABARZ & PARTNER, Hamburg, Germany
Media Agency: IT'S US MEDIA, Berlin, GERMANY
Additional Company: IKEA GERMANY, Hofheim-Wallau, GERMANY
Additional Company: INITIALWERK , Düsseldorf, GERMANY
Marketing Manager DE, Heiko Klauer, IKEA Deutschland GmbH & Co. KG
Projektleiterin Marketing, Eva Katharina Rücker, Projektleiterin Marketing
Creative Group Head, Tobias Ahrens, Grabarz & Partner
Sound Engineer, Torsten Hennings, Studio Funk, Hamburg
Agency Producer, Judith Uhrlau, Grabarz & Partner
奖项
The One Show 2018
优秀奖 设计
Experiential / Environmental / Ambient Media - Series
戛纳国际创意节 2017
入围 媒介应用
Use of Outdoor
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