The Drum Awards for Marketing - Entry Deadline

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Agency: Instinct
Client: Ikea
Date: May 2020
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Imitating the distinctive simplicity of its flat pack instructions, Ikea is providing parents with well-needed kids entertainment in the form of instructional sheets on how to build forts.

While lockdown is hard enough on its own, lockdown with children is a different kettle of fish. To help parents keep their kids amused, Instinct has created a series of guides for Ikea Russia, while shrewdly promoting the retailers products.

The 'easy-to-follow' instructions detail how parents can create forts, dens and castles simply using everyday items, like Ikea's chairs, blankets, pillows and fairy lights along with an once of imagination.



Client: Ikea Russia

Anna Fokina, marketing communication manager

Olya Belyaeva, communications leader

Yulia Prygunkova, social media leader

Agency: Instinct

Creative directors: Roman Firainer, Yaroslav Orlov

Creative group heads: Antonina Pirogova, Evgeny Golovan

Creative designer: Elena Kravchenko

Client service director: Marina Vershinina

Group account director: Irina Gornov