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Award: Wood Pencil

Wood Pencil / Crafts for Design / Photography for Design / 2015

To convince families that IKEA is for everybody, Instinct BBDO found the most peculiar families, and asked the youngest members to offer interesting stories about them. Celebrated children's author Grigoriy Oster took the most inspiring stories and wrote novels around them, presenting them in the book. Real families were invited to take part in photoshoots with sets recreated by IKEA designers. The result is a cross-media encyclopedia about family life in Russia, and proof that IKEA can find a furniture solution for every unique family.

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