IKEA

Project: IKEA Unboring
Agency: Crispin Porter + Bogusky
Channels: Broadcast, Outdoor, Print, Guerilla
Air Date: September 2002

Strategy: The main insight behind this campaign is that a lot of us have ‘old furniture gravity’. What’s that? It’s having a relationship with or keeping a piece of furniture you really don’t like because it’s been in the family for ages, you spent a lot of money on it, you’re partner likes, etc. That’s boring. With the IKEA “Unboring” campaign we started to seed the mission of delivering design to the masses at affordable prices -- the essence of Ikea. As our manifesto says: "Making something beautiful that costs $2,000 is boring. Making something beautiful that costs $2 is a revolution.” That’s “Unboring”.

Results : The “Unboring” campaign was a disruptor to the industry and produced one of the most iconic and lauded TV spots in history. The amount of impressions over the years is unimaginable. To this day, it’s still used a case study in universities for TV craft and storytelling.

Press: Los Angeles Times, AdAge, AdWeek, Marketing Week, Fast Company,

Awards: 2003 Cannes Lions International Festival of Creativity:

2003 Cannes Lions International Festival of Creativity:
• Grand Prix
• Gold Lion - Retail Stores and Rental Companies

2003 Clio Awards:
• Grand Clio
• Gold - Product Service: Retail Stores
• Bronze- Technique: Music Original

2003 International ANDY Awards
• ANDY: Retail

2003 London International Advertising Awards:
• Winner: TV & Cinema Retail Store

2003 AICP Awards
• Winner: Original Music