IKEA: Billy

The IKEA assembly service.

Advertising Agency: Grabarz & Partner, Hamburg, Germany
Executive Creative Director: Ralf Heuel
Creative Directors: Ralf Heuel, Dirk Siebenhaar
Art Director: Jan Woelfel
Account Executive: Julia Wilhelm
Copywriter: Jennifer Bohn
Illustrator / Graphic Artist: Annette Witzig

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14 comments

Guest's picture
Guest

Ha, ha, I remember these kind of picts from instructions manuals;-) and I'm not often at Ikea.Very funny campaign I like the self irony here.

Guest's picture
Guest

I like the idea, but is frame 1 necessary? Why show the guy can't figure it out (which is a product negative)? Just show him having fun, then the finished product. More positive, more surprise.

Guest's picture
Guest

more client too.

Guest's picture
Guest

I like them all... really sweet campaign. Guest above - frame one is necessary because the assembly service is targeted at those who can't figure out how to put the stuff together.

Guest's picture
Guest

Obviously that is who it is targeted at. But like any other ad, do we really need to hold a mirror up to the target market before telling them a benefit? There may in fact be many reasons why someone does not want to assemble it themselves, not just incomprehension. That it is targeted at people who can't or don't want to assemble an IKEA product is pretty darned obvious without showing a picture of one.

If you have communicated that IKEA has an assembly service (which frames 2 - 6 do), then people can figure out for themselves if they want it or not. Rubbing in that they are too stupid to follow simple instructions, or worse yet that the products may be too complex to assemble may put people off the whole brand.

Apart from that minor point I do like this work. Nice style. Good benefit. Well branded.

Guest's picture
Guest

I like this very much.

zmekyus's picture
zmekyus
120 pencils

plain lie...it takes ages and tons of nerves to put ikea things together...i dont buy this never...never

matks's picture
matks
475 pencils

That is why you may use assembly service, they do it for you.

Guest's picture
Guest
Davosk's picture
Davosk
4833 pencils

Theirs is better.

matks's picture
matks
475 pencils

Same idea, but this above is exeucted more clearly than one in the link. Drawings are more Ikea-like as is the whole storyboard (or whatever it is).

Guest's picture
Guest

I like it.
A lot.

asmara's picture
asmara
62 pencils

fun...gigling...

epoc.mak's picture
epoc.mak
90 pencils

chill man IKEA is there for you
NICE ADS

Rattan Makkar

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