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IKEA Animal Crossing Catalogue

Award: Graphite Pencil

Graphite Pencil / E-Commerce / Entertainment / 2021

In 2020, as IKEA announced the end of its 70-year-old catalogue, the brand needed an ingenious way to entice customers into transitioning from print to a digital environment. IKEA Taiwan recruited 26 million players of the world’s hottest video game, Animal Crossing, to build a virtual edition of the catalogue, using only the furniture, home decorations and characters already in the game. With zero media spend, the campaign scored 1.4 million clickthroughs to the online catalogue in the first 24 hours. Media in over 30 countries covered the campaign, which spread from Taiwan around the world.

  • IKEA Animal Crossing Catalogue

What did the judges have to say?

"I liked the use of the entire consumer journey and the challenge to reimagine the catalogue."

Beth Ann Kaminkow, Global CEO, VMLY&R Commerce

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.

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