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.

2023 One Show - Branded Entertainment

Trapped in the 90s

Agency McCann / Madrid + MRM Spain / Madrid + CRAFTWW / Madrid + LANDIA / Madrid

Client IKEA


Experiential / In-Person Events

Annual ID


About the Work

IKEA has transformed our homes. Since its arrival in Spain, it has given us practical solutions in our daily lives. However, IKEA is perceived as a brand that always has the same products despite its efforts to renew its catalogue periodically. To change this perception, every year IKEA launches a campaign with the aim of raising awareness of the arrival of new products in its stores. IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives. As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show. This is how we challenged six young contestants with a world unknown to them. A place where they had to manage to recycle without recycling bins or connect to the Internet with a dial-up modem. In the reality show, IKEA's new product drops appeared in painfully small doses to make the nightmare a bit less terrible. As the reality show unfolded, a transmedia branded content strategy was launched. The contestants’ day-to-day lives could be followed through the episodes posted on all social platforms. The results speak for themselves: - New product sales increased +169%. - IKEA Spain #2 worldwide in new product sales. - Over €1.5M worth of new products were sold in the first week. - The perception of IKEA as a brand that continuously offers new products is reinforced (+1.2pp) - Increased trust of young people (18-34) towards IKEA, reaching 57% (+2pp). - Time spent on the website x18times more than average. - 1.1M impressions on YouTube

2023 Awards

Total Points: 3




McCann / Madrid

Digital Agency

MRM Spain / Madrid

Production Company

Landia / Madrid

Music / Sound Production Company

The Lobby / Madrid

Post Production Company

Metropolitana / Madrid
Sulfurica / Madrid

Media Distribution Company

YMEDIA / Madrid

Art Director

Lorena Álvarez


Agustina Lavignasse


Maxi Blanco

Group Creative Director

Alvaro Lopez
Martín Subercaseaux

Account Director

Elena Rodríguez

Account Supervisor

Claudia Solano

Project Manager

Andrea Cabezudo

Agency In-House Production

CRAFTWW / Madrid

Creative Excellence Assistant

Juanra Álvarez

Creative Excellence Director

Carmen Bistrian

Creative Excellence Manager

Silvia López

Digital Director

Santi García

Head of Digital Planning

María Goñi

Head of Planning

Juanma Ramírez

Integrated Account Director

Javier Pascual

Music & Sound Production

CRAFTWW / Madrid

Post production

CRAFTWW / Madrid

post production

Vanessa Pizarro


Sara del Tío


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