Red Dot Design Award
Print Campaign

IKAE Assemlby Srevice

IKAE Assemlby Srevice | Red Dot Design Award

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This charming national campaign aims to promote the idea that IKEA furniture is easy to assemble, not least because the company’s assembly service is waiting to assist in the background. It visualises the notion that everything can go wrong when just a few parts get confused. To illustrate this, the advertising makes use of scrambled letters and spelling mistakes. The motifs present the names of famous IKEA products but with incorrect spelling. Beholders immediately notice the typos and are thus reminded to contacting the assembly service.

Red Dot Design Award

  • Client:
    IKEA Deutschland GmbH & Co. KG, Hofheim-Wallau
  • Design:
    thjnk ag, Hamburg
  • Chief Creative Officer:
    Armin Jochum
  • Executive Creative Direction:
    Bettina Olf
  • Creative Direction:
    Georg Baur, Torben Otten
  • Art Direction:
    Niko Auf dem Berge
  • Text:
    Karl Wolfgang Epple
IKAE Assemlby Srevice | Red Dot Design Award