Cannes Lions

IKEA

LEO BURNETT ATHENS, Athens / IKEA / 2011

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Overview

Entries

Credits

Overview

Execution

Like most cities, Athens has its share of lovers' lanes, secluded areas with a view of the city. These areas are perfect for couples to drive to, park and well... get to know each other. Leo Burnett Athens created a mechanism to evoke surprise: A crib was strategically placed on a platform in the view's line of site. In the dark, the crib was simply a shape. At every half hour the crib would be illuminated automatically and would be seen standing, seemingly floating with the legend: "Hensvnik Crib 99 Euros. Because you never know..."

Outcome

Many couples would disembark the cars and join in the amusement. After a few nights couples actually came out to see the platform being 'in' on the joke while several radio and newspapers mentioned the goings on specifically linking IKEA and young children's furniture. Several popular Greek blogs mentioned the event publishing pictures while an amateur video of one of the showings had several thousand views.

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