The brief seemed simple: to present IKEA's kitchen designs in an irresistibly inspiring way, while educating consumers that they are of great quality, highly functional, and available at incredibly low prices. In addition, Forsman & Bodenfors needed to demonstrate that IKEA offers services to make the complex purchasing and installation process smooth and convenient. They quickly concluded that only the web offers the tools to fulfill this complex communication need. The main visual of six different dream kitchens with real-life scenes that you can move around in on a 3D track were inspired with great design and showed the overall effect that a beautiful kitchen has on the home. The unique visual treatment provided a level of entertainment that made people stay at the site for an average of four minutes. Sub-sections and links provide details such as step-by-step pricing, a planning tool, an explanation of the IKEA Kitchen Help services, and an overview of IKEA quality testing. The site helped to increase IKEA’s total market for home kitchens, and further strengthened IKEA’s well-established position.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.