CANNES, FRANCE — Ogilvy Manila and IKEA Philippines celebrated a remarkable victory at the Cannes Lions International Festival of Creativity 2024, where their innovative campaign, “THIS IS AN IKEA STORE,” clinched a prestigious Silver Lion in the Media, Culture & Context, Single-Market Campaign Category. This marks a win for Philippine creativity, with the campaign garnering the highest metal with the most shortlists in the country.
The campaign ingeniously addressed a common challenge faced by Filipinos — the distance and inaccessibility of IKEA’s famed offerings. Despite boasting the world’s largest stores, IKEA remained out of reach for many due to logistical constraints across the archipelago’s 7,000 islands.
In response, Ogilvy Manila and IKEA Philippines devised a groundbreaking concept: transforming everyday locations into interactive IKEA showrooms. From bustling city billboards to serene beachfronts, each site featured strategically placed furniture adorned with QR codes, enabling shoppers to instantly purchase items on the spot.
“Cars, restaurants, coffee shops, gyms, nail salons, camping sites, and even a jiu-jitsu dojo all became IKEA stores! Turning a bold idea into a Cannes-worthy reality would’ve never been possible without the collaboration between the different teams within Ogilvy Manila and IKEA Philippines,” said Creative Director Karl Garcia.
“The campaign’s success highlights the importance of deeply understanding our customers’ behavior and pain points. It did not only drive us great business results but also recognition from the global community. We are grateful to have Ogilvy Manila as our creative partner in delivering these ideas into reality,” said Patrick Marcelo, Marketing & PR Manager at IKEA Philippines.
Associate Creative Director Henry Glo added, “This win means a lot across our entire team, from creatives to account managers and strategists. It validates our belief that creativity is indeed borderless and leads to solutions for our partners. It’s a testament to the bravery of our clients and the support of an entire community.”
