IKEA: Ikea's Penang Hokkien campaign by BBH Singapore

Client: IKEA
Date: Mar 2019
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
3 votes

To celebrate for the opening of its first store in Penang, Malaysia, Ikea is using the Hokkien dialect to to celebrate the local heritage in its campaign.

While the four major languages widely spoken in Penang are Malay, English, Chinese and Tamil, the second smallest Malaysian state is best known for its distinct Hokkien dialect, known as Penang Hokkien.

The campaign, created by BBH Singapore, uses the phonetic similarity of some popular Penang Hokkien words to rhyme with the Swedish company name.

It shows parallel images like a chicken and a cabinet with the words “We are not Kay Kia. We are IKEA.” Kay Kia is the Hokkien word for chick. Another execution features a tall guy and the Billy bookcase with the lines “We are not Lo Kha Kia (a tall guy). We are IKEA.”

Credits

Chief Creative Officer: Joakim Borgstrom

Creative Directors: Gaston Soto, Mara Vidal

Writers: Luke Somasundram

Art Directors: Grace Wong

Planning Director: Lizzie Nolan

Account Director: Alicia Tiong

Account Manager: Nafisah Nordin

Producer: Wendi Chong