Rotary phones, itchy blankets, and explosive stoves pushing a group of six contestants to their limit. They are the IKEA natives, a generation born after 1996 that never had to … read morefigure out life without brand’s slick home solutions. To celebrate IKEA’s 25th anniversary in Spain, McCann orchestrated this branded content campaign that has taken over culture by blurring the line between reality, fiction, and advertising. McCann worked with specialised reality show producers and writers to create the show, and spent weeks searching for the perfect mix of contestants. In the show, six contestants aged 25 and younger lived together 24/7 in a set designed to be a perfect replica of a house from the Spanish 90’s. During their stay, they had to overcome challenges such as sleeping under heavy and itchy blankets instead of a IKEA’s airy duvets or keeping up with their skin care routine in a bathroom with any of the brand’s storage solutions. Thankfully, civilization didn’t entirely bail on the contestants. IKEA’s new arrivals, administered in painfully small doses by the showrunners, gave them a glimmer of hope and a way to survive the ordeal. Trapped in the 90’s was co-directed by Maxi Blanco from LANDIA and Santy García, from Big Brother. It was shot at El Alamo Studios in Madrid, where the house of the 90’s was brought to life by more than 20 cameras. As a result, 100+ hours of content were recorded, eventually flooding TV and social media in what has already become a pop culture hit.
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