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.
Learn more about The One Show 2026
Category
Storytelling
Annual ID
OS_CU21_006S
About the Work
IKEA’s stores are not like any other furniture stores; they are a destination in itself. Singles, couples and families make a devoted commitment to go there specially that they’re located far away from the city centres. IKEA takes this brand loyalty seriously and in fact, the motivation for opening Dubai’s second store was so that customers living nearer to Jebel Ali would not have as far to travel for their IKEA shopping experience. In addition to thanking their customers with a brand-new store, IKEA wanted to reward them with a distinctive brand experience for all the time and effort they have invested over the years getting to IKEA’s first store instead of seeking out convenient alternatives.
We saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a brand activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products.
*(https://www.guide2dubai.com/living/expat-life/dubai-salary-and-pay-scale)
We saw an opportunity to reward IKEA’s loyal customers who previously made the trip by turning the effort and time they went through to get there into a strength. By leveraging Google Maps timeline, we created a brand activation that converts time spent to make a trip to IKEA stores into a currency that allows people to buy IKEA products based on the average salary* of people living in Dubai. This worked through Google Map’s timeline function that records past routes taken, where customers were able to show how many minutes they had spent on previous IKEA trips and this accumulated time was converted into a currency that allows them to spend on IKEA products.
*(https://www.guide2dubai.com/living/expat-life/dubai-salary-and-pay-scale)
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Memac Ogilvy / Dubai
Production Company
Goldmine Films / Dubai
Chief Creative Officer
Juggi Ramakrishnan
Creative Director
Karim Sherif
Director of Photography
Miraj Mohamed
Editor
Fati Bilal
Executive Producer
Madhup Agarwal
Group Creative Director
Youssef Gadallah
Producer
Shaharbano Zaidi
Creative Team
Nicolas Lopez
Fernando Montero
Account Manager
Alaa Nour
Administration & Accounts
Dona Vaas
Business Director
Preeti Hothi-Ramakrishnan
Client Team Leader
Hadi Ballout
GM Marketing, Communications & Interior Design
Carla Klumpenaar
Head of Production
Amin Soltani
Rajaa Chami
Junior Producer
Ann Vaas
PR & Communications Specialist
Binita Chowdhury
Production Assistant
Sara Abdullah
Armela Atun
Mahesh Pottavathini
Regional Communications Manager
Amer Yaghi
Regional Digital Marketing Specialist
Noha Gheith
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