To launch IKEA’s 2011 catalogue and its new brand positioning, ‘Happy Inside’, we conducted an experiment to put IKEA products to the test. We released 100 cats into IKEA’s Wembley store to see what furniture made them happy inside. ‘Cats’ was a commercial that brought ‘Happy Inside’ to life. The campaign has had millions of views on YouTube and has generated tens of thousands of tweets.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.