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Credits Media Type: Live Events Corporate Name of Client: IKEA Austria Account Managers: Stephen Kimpel/Patrick Baschinski Agency: DDB Germany, Berlin Chief Creative Officer: Amir Kassaei Executive Creative Director: Stefan Schulte Creative Directors: Birgit van den Valenty/Tim Stübane Art Directors: René Gebhardt/Björn Kernspeckt Graphic Designers: Peter Schönherr/Anke Zink Agency Producers: Jonathan Helmer/Kathrin Rüppel
Basic description of the project: How do you get maximum attention of young people? Advertise in cinemas but don’t do a standard commercial. So we inspired moviegoers with an unseen idea to get them spreading our message themselves. We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products. Guerrilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors.