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
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