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Top 6: April 4th 2018
BBH Singapore created an April’s Fool campaign for IKEA. It targeted men who unapologetically refuse to follow instruction manuals. The campaign, which ran across social media in … read moreSingapore, Malaysia and Thailand launched this morning, focusing on the insight that most people who don’t follow manuals are male. The pride and joy of self-discovery that men experience when assembling furniture with absolutely no help, is the main motivation behind their motivation to disregard any step-by-step manual. The GIF created for this campaign, showcased the old IKEA assembly manual which, upon opening, revealed a set of blank pages inside. The supporting headline read: “The New IKEA Assembly MANual. For those men who don’t follow manuals.” And the post continued “If you're part of the 92% of the male population who refuse to read manuals, you're welcome.”
read less...Creative Director: Mara Vidal
Creative Team: Gaston Soto, Tess Broker, Yvette Dewit, Bae Soo Yeon
Head of Planning: James Sowden
Account Director: Chloe Fair
Content Strategist: Heidi Lahtinen
Community Managers: Nurul Maideen, Irina Tan, Aainaa Yahya
Producer: Samantha Dalton
Production Company: Black Sheep Studios
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