IKEA: IKEA’s ‘Kidvertising’ by INSTINCT (agency of BBDO Group Russia)

IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and gave them freedom to make the advertising campaign during the whole year.
We created an app on campaign site where children could unleash their imagination and do whatever they want with outdoor campaign for IKEA.
We collected lots of drawings made by real kids all over Russia.
The drawings that got the most likes became a real outdoor campaign.
Everybody could see posters on the streets in many Russian cities.