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Top 6: April 4th 2018
Interactive
Ikea: New IKEA Assembly MANual
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 Singapore, 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.”
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