| Title | Soffa Sans |
| Brief | The few people who ever found their way to Ikea's sofa planning tool used it to create pictures of aliens, mazes and, well, "tools". Some were even using it to create messages. This inspired the design and launch of Ikea Soffa Sans: a real, downloadable font, built from 38 different sofa configurations on the sofa planning tool. Punctuation marks, hashtags and symbols were co-created by the public, extending the conversation and encouraging the sharing of designs. The best ones even won an actual sofa. |
| Agency |
Proximity London
|
| Campaign |
Soffa Sans
|
| Advertiser |
IKEA
|
| Brand |
Sofa Planning Tool
|
| Posted | November 2019 |
| Business Sector | Home Appliances, Furniture & Gardening
|
| Story | The (very) few people who ever found their way to the sofa planning tool were using it to create pictures of aliens, mazes and, well, ‘tools’. Some were even using it to create whole messages. This was our inspiration.In under 24hrs we designed, created and launched IKEA SOFFA SANS - a real, downloadable, usable font, built from 38 different sofa configurations on the sofa planning tool in multiple colours, 3D and 2D.Each character was created in the planning tool itself then exported into fontographer to ensure it was as authentic as possible.The launch went so well that we decided to ask fans to help us complete the character set. Punctuation marks, hashtags and symbols were all co-created by the public - extending the conversation, driving traffic to the tool and encouraging the sharing of designs. The best ones even won an actual sofa. |
| Problem | Soffa Sans was a reactive social campaign that made IKEA’s sofa planning tools famous overnight and contributed to proving the hidden creativity that sits within everything that IKEA do, by responding to a few people’s silly creations (using the tool) and responding at speed with a real, downloadable, usable font, created with the tool itself. |
| Media Type |
Digital
|
| Strategy Director |
James Bartram
|
| Account Planner |
Aaron Breuer-Weil
|
| Art Director |
Jay Packham
|
| Copywriter |
Ian Cochran
|
| Executive Creative Director |
John Treacy
|
| Business Director |
Zoe Jones
|
| Account Manager |
Alice Kenyon
|
| Social Media Specialist |
Michael Creevy
|
| Web Communications Manager |
Jason Black
|
| Social Media Specialist |
Rhianna Higham
|