IKEA Outdoor, Case study Instead Of Cafe [image] by Instinct Moscow

Instead Of Cafe [image]
The Outdoor Advert titled Instead Of Cafe [image] was done by Instinct Moscow advertising agency for IKEA in Russia. It was released in Apr 2016.
Advertising campaign for IKEA

IKEA: Instead Of Cafe [image]

Brand
IKEA
Media
Outdoor, Case study
Released
April 2016
Posted
April 2016
Market
Russia
Industry
Home Furniture, Department Stores & Shopping Malls
Agency
Instinct Moscow
Art Director
Anna Kau-Ten-Chzhi
Copywriter
Eugenia Babior

Awards:

Golden Drum 2016
OOH (Out of Home)Retail & public servicesSilver Drum
Red Apple International Advertising Festival 2016
The Grand Prix Winners-The Grand Prix
Media projectsBest usage of non-standard advertising (New media)Bronze
Promo campaignsBest integrated campaignGold

Credits & Description:

Campaign name: New Ideas to Eat
Registrant: Instinct (BBDO Group)
Brand name: IKEA
Art Director: Anna Kau-Ten-Chzhi
Creative director: Kolya Fabrika
Copywriter: Eugenia Babior
Other credits: Chief Creative Officer, Roman Firainer & Yaroslav Orlov
Creative idea explanation: Expensive restaurants are closing one after another because of the crisis 2015 in Russian. To save money people stopped using public catering. IKEA decided to prove that home kitchen could easily beat restaurant experience. And IKEA opened a unique branded service IKEA Instead of Cafe" in Moscow and St. Petersburg. "IKEA Instead of Cafe" is not a cafe or a restaurant, it is a place where everyone can cook their favorite dishes, celebrate the holiday, arrange a romantic date or just have a good time together and at the same time test drive IKEA kitchens. And do not spend the money."