2010 SILVER

HOUSEHOLD FURNISHINGS & APPLIANCES

'EMBRACE CHANGE'

IKEA, IKEA NORTH AMERICA SERVICES LLC

Leontyne Green, Marketing and Advertising Manager

DEUTSCH, INC.

Mick McCabe, Partner, Chief Strategy Officer
Theresa Renaud, SVP, Group Account Director
Nick Bayne, Copywriter
Grant Piper, Art Director
Vonda LePage, EVP, Dir. of Corporate Communcations
Samantha Helfer, Producer
Sarah Saline, Account Planner
Alexis Beechen, Account Executive
Peter Nicholson, Creative Director

MEDIAEDGE:CIA

89 DEGREES

After completing renovations to two Washington DC stores in November 2008, IKEA was faced with the question of how to get people interested in its news. With just over $500k, IKEA strategically designed its efforts to coincide with the height of pre-inauguration fever and take advantage of concentrated media presence. IKEA demonstrated the benefits of 'embracing change' with the President as inspiration and illustration. The campaign generated 500 million free media impressions in DC and across the world.