Bigger Storage Ideas
Award: Wood Pencil
Wood Pencil / Direct / Ambient / 2009
German flats and apartments are full of messy corners. That's why IKEA produces practical boxes and drawers in all shapes and sizes for all storage needs. Frankfurt IKEA asked us to promote their storage solutions, targeted particularly at people living in smaller apartments, with a really big outdoor idea. The idea was to play with the widely recognisable shapes and designs of the IKEA storage range and to put them into a new and surprising context. By redesigning the front of a whole apartment building in one of the busiest streets in Frankfurt with giant-size mock-ups of IKEA drawers and cardboard boxes, we made two points: gaining the highest level of attention; and literally linking the product to where it belongs, in small flats and apartments.
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