CREATIVE SOLUTIONTo convey IKEA's message - that it can help you get organized - in a relevant way, we chose the digital media of icon sets. We created the IKEA e-Folder set, which can be downloaded from IKEA's website. It consists of a background picture with an EXPEDIT storage unit, and icons of actual IKEA organizers that people can switch to instead of their current uniform folders. This way people can store all their files and media in IKEA organizers on the shelves of an EXPEDIT right on their desktops in a nice and transparent way.

RESULTSThe campaign is only in its 4th week at the time of the entry submission, but already the IKEA e-Folder set has reached over 37 000 downloads, and downloads increase every day. During this time the e-Folder set was available from the IKEA sites of Hungary, The Czech Republic, and Slovakia, but already IKEAs in several other countries expressed their interest.