INSIGHT
In Christmas time 2022 in many households, the mood is rather depressed. In addition to high electricity and gas bills, bad news about the increasingly unsettled times in Europe interrupt the festive season.
IDEA
On the occasion of the Swedish Lucia festival on 13th of December 2022, when candlelight is supposed to chase away the darkness, IKEA sent a typical IKEA manual with a twist: The Candual. A manual printed on sustainable beeswax, that explained how to spread light and warmth this winter. In order to achieve this, it can be easily rolled into a candle. In addition, the instructions invite you to light the candle and share a video of it on social media.
The results
We reached 6000 households via DM and an additional 4000 candles were available in shops throughout Switzerland. Many people participated via Social Media.
It's a small and sweet idea, that did exactly what it was supposed to do: Spreading warmth and light in rather dark and cold times.
It's a small and sweet idea, that did exactly what it was supposed to do: Spreading warmth and light in rather dark and cold times.
Credits:
IKEA:
Patrizia Rigassi-Lamprecht, Sara Thenen
Patrizia Rigassi-Lamprecht, Sara Thenen
TBWA:
Manuel Wenzel (CCO)
Hanja Heuss (Executive Creative Director)
Mark Levay (Art Director)Agnes Meier,
Rea Köhler (Project Management)
Agnes Meier (Art Buying/Print)
Manuel Wenzel (CCO)
Hanja Heuss (Executive Creative Director)
Mark Levay (Art Director)Agnes Meier,
Rea Köhler (Project Management)
Agnes Meier (Art Buying/Print)