Home furnishing liner
"From the place to sleep To home to enjoy." Brief: Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region. Execution: We hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents From the place to sleep To home to enjoy. Result: TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers.
Advertising Agency: ADK Tokyo, Japan / DRILL Tokyo, Japan Executive Creative Director: Ken Shimizu Creative Director: Osamu Enari Copywriter: Takeshi Tsuji Account Supervisors: Hiroko Uchigaki, Kazuha Okuda Producers: Naoko Sato, Ryuji Ueno Art Director: Akio Yamauchivia adsoftheworld.com