The Jubilee Vocabulary

As IKEA was getting ready to celebrate its tenth anniversary of entering Lithuania’s market, my creative partner and I were tasked with telling the whole country about it. We came up with an insight that ten years in Lithuania means ten years of IKEA solutions in the home of Lithuanians.

The solutions are used at some birthday parties there as well. This insight came as we noticed that some names of IKEA solutions sound similar to Lithuanian words used in various phrases that define birthday party moments.

So, in the outdoor campaign, we have depicted various birthday party situations with respective IKEA products. These pictures were accompanied by headlines that included the names of those products in suitable phrases describing those moments.

For example, we showed the iconic IKEA’s KALLAX shelving unit in a birthday party situation with the headline Per gimtadienį gerai KALA muzika. It means During the birthday music BASHES well. And… we did the same with a bunch of other products. This idea dragged us in so much that an outdoor campaign expanded to online media, print media, and even festive merchandise for the IKEA staff.

The ad campaign was created while being a part of the team at Ogilvy Vilnius advertising agency.

The Jubilee Vocabulary 

As IKEA was getting ready to celebrate its tenth anniversary of entering Lithuania’s market, my creative partner and I were tasked with telling the whole country about it.

We came up with an insight that ten years in Lithuania means ten years of IKEA solutions in the home of Lithuanians. The solutions are used at some birthday parties there as well. This insight came as we noticed that some names of IKEA solutions sound similar to Lithuanian words used in various phrases that define birthday party moments.

So, in the outdoor campaign, we have depicted various birthday party situations with respective IKEA products.

These pictures were accompanied by headlines that included the names of those products in suitable phrases describing those moments. For example, we showed the iconic IKEA’s KALLAX shelving unit in a birthday party situation with the headline Per gimtadienį gerai KALA muzika. It means During the birthday music BASHES well. And… we did the same with a bunch of other products.

This idea dragged us in so much that an outdoor campaign expanded to online media, print media, and even festive merchandise for the IKEA staff.

The ad campaign was created while being a part of the team at Ogilvy Vilnius advertising agency.