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The NEW Category
Entrant: Hubble Innovations, Berlin
IKEA Furniture
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.

LIA Awards 2010©

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