The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Ambient Media (Indoor & Outdoor) / Billboards & Transit - Campaign
Annual ID
OS_PO18137M
About the Work
Cities are getting bigger. For example, Berlin grows by 80,000 new inhabitants each year. And unfortunately for them, apartments get smaller. However, for IKEA, that doesn’t mean furniture has to become smaller as well – just smarter. IKEA’s philosophy “Small Space Living” means to make the most out of every room. We turned it into Small Space Sitting. With the help of a designer we turned ordinary CLPs into more than just a poster. We covered our specially designed CLPs with a unique, highly flexible fabric. From afar they appeared to be ordinary posters promoting a chair or couch. From up close, people discovered they could actually take a seat. Set up at popular places all over Berlin, our outdoor City-Light-Posters proved that with smart ideas, room can be found literally everywhere – even in limited advertising space.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Grabarz & Partner Werbeagentur GmbH / Hamburg
PR / Marketing Agency
IKEA Deutschland GmbH & Co. KG / Wallau
Production Company
Thomas Beecken Realisations KG e.K. / Hamburg
Studio Funk Hamburg / Hamburg
It's us Media GmbH / Berlin
Chief Creative Officer
Ralf Heuel
Creative Director
Tobias Ahrens
Florian Kitzing
Jakob Eckstein
Matthias Preuss
Producer
Benny Theisen
Ben Föhr
Sound Designer
Torsten Hennings
Creative Team
Claudius Sperling
Lisa Weibezahl
Jennifer Allgeyer
Kristi Bajrami
Franziska Schlör
Jörg Nagel
Judith Uhrlau
Heiko Klauer
Eva Katharina Rücker
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