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.
Category
Promotional / Booklets & Brochures
Annual ID
OS22_DE086M
About the Work
Background:
70% of Taiwanese mistakenly believed that since IKEA is imported, it must be expensive. And with the arrival of Covid-19, people’s wallets were thinner than ever before. To reverse this misconception, we needed to take the super affordable items buried among IKEA’s 8,500 furniture and furnishing products, and make them leap out.
Idea:
The history’s first “IKEA Dollar Catalogue,” where everything was listed by price order: 100 items, 100 pages, 100 prices, from 1 to 100 Taiwan dollars. The page number equaled the price. Through the power of design, we put the lovely low prices on display, page by page, based on the numbers alone.
Execution:
Using consumer purchasing data from IKEA’s online store, we carefully selected 200 popular products to include in the IKEA Dollar Catalogue. Our visual design integrated the prices and the page numbers. The price/page numbers appeared at the bottom left or right corners of the page, in IKEA’s trademark simple, approachable style. White served as the background color, highlighting the products. We only added large blocks of color in the background once every ten pages, to give the design extra richness. Finally, we also placed shadows in the center of the pages, imitating and paying tribute to the look and feel of IKEA's classic print catalogue.
70% of Taiwanese mistakenly believed that since IKEA is imported, it must be expensive. And with the arrival of Covid-19, people’s wallets were thinner than ever before. To reverse this misconception, we needed to take the super affordable items buried among IKEA’s 8,500 furniture and furnishing products, and make them leap out.
Idea:
The history’s first “IKEA Dollar Catalogue,” where everything was listed by price order: 100 items, 100 pages, 100 prices, from 1 to 100 Taiwan dollars. The page number equaled the price. Through the power of design, we put the lovely low prices on display, page by page, based on the numbers alone.
Execution:
Using consumer purchasing data from IKEA’s online store, we carefully selected 200 popular products to include in the IKEA Dollar Catalogue. Our visual design integrated the prices and the page numbers. The price/page numbers appeared at the bottom left or right corners of the page, in IKEA’s trademark simple, approachable style. White served as the background color, highlighting the products. We only added large blocks of color in the background once every ten pages, to give the design extra richness. Finally, we also placed shadows in the center of the pages, imitating and paying tribute to the look and feel of IKEA's classic print catalogue.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Taiwan / Taipei
Art Director
Yoyo Hsu
Copywriter
Ria Chien
Chief Creative Officer
Giant Kung
Creative Director
Lisa Hsu
Account Executive
Ting Yuan
Account Manager
Charles Huang
Associate Planning Director
Fei Chang
Business Director
Ella Hsu
Chief Strategy Officer
Amy Shih
Group Account Director
Joy Huang
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