Advertiser: IKEA
Agency: INSTINCT, E:MG
Category: Stunts & Live Advertising
Advertising campaign: TURN ON THE COLOUR!
Chief Creative Officer: Anton Melnikov
Other Credits: Instinct Creative Agency
Creative Director: Nuvariev Alexander
Other Credits: Arzamastseva Alena (Event Director)
Other Credits: Tarmogina Tatiana (Executive Director)
Ambient Execution Description
We wanted to show our target audience that an interior can be changed very easily, without any specific efforts, and very quickly, just in a few minutes. We chose such a common and familiar space as a city park (Gorky Park) and transformed it into an absolutely unexpected for a park space – a large and comfortable “apartment” with lots of rooms and attributes of a home interior. In order to demonstrate IKEA solutions we decided to change a few interior spaces all at once and transform them in just 3 minutes by only applying different colour and textile solutions. And Russians could find the options of these solutions in a new catalogue IKEA 2013, add them to their home interiors and give a new life to their homes in a fast and easy way.