IKEA Familiarised
- Role
- Concept Creative Direction Art Direction
We often know more about the people we follow than the people we live with. For IKEA Spain’s Christmas campaign, we turned that tension into Familiarised, a quiz show that tested real families on social media culture first — and on how well they knew one another next. The idea moved beyond the film into an analogue board game and a social media blackout for IKEA over Christmas.
Board game
Familiarised became an analogue board game built around the questions families rarely ask one another. More than 60,000 families played it over Christmas. The only rule was simple: switch off your phone.
Social blackout
To make the message real, IKEA went silent across all its social channels from 24 December to 1 January.
Results
10 million views in five days. No. 1 trending video in Spain, Colombia, Argentina, Mexico and Uruguay.
Credits
- Agency
- McCann + MRM//McCann
- Director
- Dionisio Naranjo
- DOP
- Paco Femenia
- Production
- Harry
Selected press
Recognition
Cannes Lions 2019
- Film, Shortlist
- PR, Shortlist
New York Festivals 2019
- Branded Content & Entertainment, Second Prize Award
Eurobest 2019
- Brand Experience & Activation, Shortlist
El Ojo de Iberoamerica 2019
- PR, Gold
- Film, Silver
- Digital & Social, Silver
- Direct, Silver
- Integrated Campaigns, Bronze
El Sol 2019
- Film, Silver
- Film, Bronze
- PR, Bronze
ADG Laus 2019
- Branded Content, Silver
- Online Film, Bronze
CdeC 2019
- Ideas, Silver
- Craft, In Book
YouTube
- #1 Trending Video in Spain · Colombia · Argentina · Mexico · Uruguay
- 10M views in 5 days