The NEW CategoryEntrant:
Credits Media Type: Direct, Product Development Corporate Name of Client: IKEA Austria Client Account Director: Alexandra Fellner Agency Account Directors: Patrick Baschinski/Gesa Birkmann Agency: Hubble Innovations, Berlin Chief Creative Officer: Amir Kassaei Creative Director: Dennis May Copywriter: Ricardo Wolff Art Director: Gabriel Mattar
Basic description of the project: Challenge: Prove that IKEA cares about the environment.
Solution: An innovative way to prove this attitude, by turning packaging into cardboard objects.
This way, instead of throwing packaging in the trash, Ikea costumers cut and build free products for their homes.
Result: Consumers got new products, Planet Earth stayed healthier, and IKEA proved its clean attitude without spending
a single cent in conventional media.