PRODUCT DESIGN, EXPERIENTIAL, ARTIST PARTNERSHIPS
CONTEXT
INSIGHT
IDEA
IKEA is the world's largest furniture retailer with international recognition. However, the success it has seen in Europe is exponentially higher than in North America, specifically those 25-35 year-olds who feel they have outgrown the IKEA "look" and don't feel as engaged.
Hip hop consistently defines the next big thing in pop culture as the number one genre in North America, with 96% of Millennials favoring artist-brand partnerships as a way to engage with cultural icons.
ROLE: ART DIRECTOR, GRAPHIC DESIGNER, COPYWRITER
What better way to engage more with the North American market than by inducing Drake's OVO Sound DNA into IKEA's. Every touchpoint created under the "IKEA ÖVÖ" Campaign touches that, from the product line to the copy on the iconic IKEA tag, to the content series.
IKEA ÖVÖ
The furniture line that will make you feel like a star from the comfort of your home
Within our target market, not only are they not engaged, but they also are averse to IKEA's DIY approach. To propel this campaign even further, OVO artists will attempt to build and help build the furniture as part of IKEA's experience.
Platforms: IG Live, IG TV, YouTube
Building with OVO
Content series
Building with OVO: Social Media Series
Short-form video series capturing artists' real reactions.
Building with OVO: Hotline Bling
Limited time OVO customer service.
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A partnership with Airbnb for overnight experiences at a house fully furnished with the ÖVÖ line. OVO artists would make surprise appearances at the house that would be filmed for promotional content for social.
The ÖVO Refuge
Experiential
Setting the stage to move beyond OVO Sound
Webseries
SHOW RÖÖM: Where stage design meets interior design. Presented by IKEA.
TYPE: Short-form series | DURATION: 15 min | PLATFORM: Amazon Prime & Instagram
For IKEA to continue expanding on this target audience, it would host a streaming series where other labels and artists sit down with an IKEA room designer in order to create a room set that represents them using IKEA products. Cameras will tour the artist's house as the artists talk about the inspiration and design process behind the new IKEA room, in which they'll perform at the end of the episode.
*original footage taken from YouTube and is for demo purposes only.
Credits
Art Direction: Michele Mardorf
Copywriting: Michele Mardorf
Technique: 3D Rendering, Spark AR
Category: Product Design, Webseries, Experiential, Brand Partnerships