ISOSCELES

IKEA WINS ADVERTISER OF THE YEAR 2011

Despite the fact we didn’t write about it, I’m sure you all saw the IKEA ”Homemade Is Best” campaign knocking about the internet on various blogs. Well, that hugely reviewed photo shoot has just won the 2011 Advertiser of the Year Award at the 58th Cannes Lions International Festival of Creativity.

After winning their first Lion back in 1991, the Swedish home furnishing company have continued to triumph and have now picked up 50 of the awards across all categories. The secret to their success seems to be their ability to immerse themselves in unconventional and humourous modes of advertising by working with fresh, new agencies from around the world.

For this particular campaign, IKEA worked with Forsman & Bodenfors (F&B), who are based in their native Sweden. The promotion was produced for the “Best Baking Book”, which was filled with baked goods to help boost sales in their kitchen department. All the components for each dish were meticulously laid out and arranged in graphically interesting shapes, providing an easy to follow visual guide to the recipe.