Ikea - "Trapped in the 90s"

McCann Spain

McCann Spain Madrid, Spain

775

Title	Trapped in the 90s
Agency	McCann Spain
Campaign	IKEA 25 ANNIVERSARY "Trapped in the 90´s"
Advertiser	IKEA
Brand	Ikea
Posted	November 2022
Business Sector	Home Appliances, Furniture & Gardening
Story	IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives.As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show.In over 100 hours of filmed content, these Gen Zers had to survive a house with an explosive stove, heavy itchy blankets, rotary phones, smoky mirrors, and dim lights... But in this nightmare, there was a ray of hope—the “IKEA paradise,” where new products were given to those who won challenges, making their lives a little bit more comfortable.
Media Type	Digital
Chief Creative Officer	Emiliano Gonzalez De Pietri
Group Creative Director	Álvaro López
Group Creative Director	Martín Subercaseaux
Art Director	Lorena Álvarez
Copywriter	Agustina Lavignasse