IKEA Frankfurt commissioned Ogilvy Frankfurt to redesign the front of a whole apartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes, winning customers and awards in the process. The most recent award was the Yellow Pencil for Environmental Graphics in Graphic Design at the D&AD Awards held this last week.
IKEA produces practical boxes and drawers in all shapes and sizes for all storage needs. IKEA Frankfurt identified their target market for these products as people living in small flats and apartments, many of which have messy corners. IKEA’s storage solutions were placed in a context that would be hard for Frankfurt apartment dwellers to ignore. The campaign was launched in March 2008, marking the first anniversary of the Frankfurt Nieder-Eeschbach store. On an average day over 12,000 pedestrians, cyclists and motorists passed through the street. Sales staff were able to connect with pedestrians, handing out postcards and catalogues.
The Bigger Storage Ideas campaign was developed at Ogilvy Frankfurt by creative director Thomas Hofbeck, creative director/copywriter Lars Huvart, art director/designer Kerstin Eberbach, photographer Jo Bacherl, producer Fabian Schrader, art buyers Martina Diederichs and Caroline Walczok, account handlers Marco Bisello and Sascha Riedel, working with IKEA marketing manager Jens Helfrich.
The campaign won a Bronze Lion for Environmental Design: Semi-Permanent and a Bronze Lion for Ambient: Special Build at Cannes Lions 2008, a Silver at Ad Stars 2008, a Silver for Design and a Silver for Non-Traditional Media at the London International Awards 2008, an Outdoor Cristal at Meribel Ad Festival 2008, A Cresta award for Poster, a Gold for Environmental Design, a Silver for Ambient: Special Build and three Bronzes for Event & Field Marketing, Alternative Media, and Other Consumer Products at Eurobest 2008, a Silver for Outdoor, a Bronze for Director and a Gold for Design at the Eurobest 2008 Awards, two Gold awards for collateral advertising and environmental design at the Art Directors Annual Awards 2009, a Silver for Home Furnishings at the CLIO Awards 2009, along with the Yellow Pencil for Design at the D&AD Awards 2009.