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Trapped In the 90s

CLIENT
IKEA
BRAND
IKEA
REGION
Europe & UK
CATEGORY
Creative Effectiveness
Creative Strategy
INDUSTRY
Retail
DESCRIPTION

IKEA arrived in Spain 25 years ago, creating a new generation who don’t know life without the brand: the IKEA natives. We wanted to demonstrate to this audience the impact IKEA has had on our homes, so we picked six IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show.

In 100+ hours of filmed content, these Gen Zers survived a house with an explosive stove, heavy itchy blankets, rotary phones, smoky mirrors, and dim lights. But in this nightmare, there was a ray of hope—the “IKEA paradise,” where new products were given to those who won challenges, making their lives a bit more comfortable.

AGENCIES
McCann Madrid
Craft Spain