| Title | IKEA SUKIMA GALLERY |
| Brand | IKEA JAPAN |
| Product / Service | IKEA HOME FURNISHING |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazoo Sato | TBWA Hakuhodo | Executive Creative Director/Creative Director |
| Chino Yamaguchi | TBWA Hakuhodo | Copywriter |
| Katsuhiro Shimizu/Keisuke Shimizu | TBWA Hakuhodo | Graphic Designer |
| Toshihiro Yoshii/Kei Kaneko | TBWA Hakuhodo | Account Director |
| Jeong-Ho Lm | Mount Inc. | Art Director |
| Tyo Inc. Monster Division | Tyo Inc. Monster Division | Production Company |
| Daisuke Umeyama | Tyo Inc. Monster Division | Producer |
| Masahiro Shoda | Photographer | |
| Takeshiro Umetsu | Mount Inc. | Techinical Direction |
| Yuichi Hagiwara | Mount Inc. | Produce/Project Manegement |
Over 100,000 people visited to the outdoor gallery street.The website captured 188,000 PV, with thousands of “likes!” in one week. And highly PR exposures.
Install room sets using small, weird, and dead space in “SUKIMA areas” – the narrow spaces between buildings - and link them into an outdoor GALLERY where people can the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.
“Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA in a unique, stylish, fun, ‘IKEA’ way, to especially younger target and singles who live in a small living conditions.