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J-02-08. Turn on the colour!
| Agency | e:mg |
| Creative head | Anton Melnikov |
| Author of idea | The creative idea - Instinct (jointly with e: mg) |
| Product | New catalog IKEA 2013 |
| Description | Dear experts, please watch the video of our project «Turn on the color!»: youtu.be/ICEf2y0SKZI (The creative idea - Instinct (jointly with e:mg). Event realization- e:mg) We wanted to show our target audience that an interior can be changed very easily, without any specific efforts, and very quickly, just in a few minutes. We chose such a common and familiar space as a city park (Gorky Park) and transformed it into an absolutely unexpected for a park space – a large and comfortable “apartment” with lots of rooms and attributes of a home interior. In order to demonstrate IKEA solutions we decided to change a few interior spaces all at once and transform them in just 3 minutes by only applying different colour and textile solutions. And Russians could find the options of these solutions in a new catalogue IKEA 2013, add them to their home interiors and give a new life to their homes in a fast and easy way. |
| Team members | CCO - Anton Melnikov Creative Director - Aleksandr Nuvariyev Event Director - Alena Arzamastseva Executive Director - Tatiyana Tarmogina |
