ADC Europe Awards
Category
New use of Media
Annual ID
ADCE25_BE022B
Many believe IKEA furniture doesn’t last, but durability is central to our brand, proven through rigorous lab testing. To shift perceptions in Portugal, we targeted sceptical customers and those who think affordable means short-lived. We launched a hunt for the country’s oldest IKEA piece via hidden product tags. Thousands joined for a €2000 prize, proving our furniture lasts longer than expected. A new media category? We call it Inside Of Home (IOH).
2025 Awards
Total Points: 6
Bronze Award
Credits
Agency
UZINA / Lisboa
Production Company
Playground / Lisboa
Music / Sound Production Company
MUTE / Lisboa
Post Production Company
Nuno Correia / Lisboa
Art Director
Pedro Barroso
Chief Strategy Officer
Rita Martins
Copywriter
Fernando Silva
Creative Director
Andreia Ribeiro
Data Scientist
Daniel Pinto
Designer
Raquel Martins
Executive Creative Director
Susana Albuquerque
Motion Designer
Joana Esteves
Social Media Manager
Cátia Matias
Account Director
Inês França Martins
Art Finisher
Nuno Félix
CEO
António Roquette
Executive Account
Fabiana Oliveira
Marketeer
Mónica Nogueira
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