IKEA: Small Space Sitting [image] 2

Credits & Description:

Entrant: Grabarz & Partner, Hamburg
Brand: Ikea
Corporate Name of Client: IKEA
Client Account Director: Heiko Klauer
Client Project Manager: Eva Katharina Rücker
Agency Account Managers: Jennifer Allgeyer/Kristi Bajrami/Franziska Schlör
Agency: Grabarz & Partner, Hamburg
Chief Creative Officer: Ralf Heuel
Group Creative Director: Tobias Ahrens
Group Head: Florian Kitzing
Creative Directors: Jakob Eckstein/Matthias Preuß
Copywriters: Claudius Sperling/Lisa Weibezahl
Moving Images: Judith Uhrlau
Production Companies: Studio Funk, Hamburg/it's us Media, Hamburg
Producers: Benny Theisen/Ben Föhr
Production: Jörg Nagel
Sound Designer: Torsten Hennings
Synopsis:
In every metropolis, it’s the same: spacious apartments are hard to find, and even harder to pay for. Berlin is no exception to this rule. With 80,000 new inhabitants each year, Germany’s capital is one of the fastest growing cities in Europe. And as it gets bigger, the rents get higher, so most people can only afford small apartments. However, for IKEA, that doesn’t mean furniture has to become smaller as well – just smarter. The brand’s philosophy is to make the most out of every room. That’s what IKEA calls Small Space Living. We turned it into Small Space Sitting, proving that even the smallest space can be turned into a great place.
We took billboards – that usually only show furniture – and made them "experience-able". With the help of a designer, we let ordinary billboards become something that is more than just a poster. We covered our specially designed City-Light-Posters with a unique, highly flexible fabric. From afar, they appeared to be ordinary posters promoting a chair or couch. From close up, however, people discovered that they could actually take a seat – as if the furniture was directly built into the poster. Set up at much-visited places all over Berlin, our Small Space Sitting CLPs not only promoted IKEA’s furniture, but also proved that with smart ideas one can find room literally everywhere – even in limited advertising space.