Ad Nut feels fairly confident that the people of Penang actually know what Ikea is. But wordplay is always welcome in Ad Nut's book, and cross-language wordplay meant to endear a brand to a new community even more so. So Ad Nut approves of this campaign by BBH Singapore for the Swedish furniture giant's opening in Penang on 14 March.
The campaign includes OOH, digital, print and social. A second phase will focus on product-centred stories, supported by "rich, immersive spots" that will run on digital platforms, Ad Nut has been informed.
CREDITS
Chief Creative Officer: Joakim Borgstrom
Creative Directors: Gaston Soto, Mara Vidal
Writers: Luke Somasundram
Art Directors: Grace Wong
Planning Director: Lizzie Nolan
Account Director: Alicia Tiong
Account Manager: Nafisah Nordin
Producer: Wendi Chong
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