Cannes Lions

PAX WARDROBE

LEO BURNETT TORONTO, Toronto / IKEA / 2012

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Presentation Image

Overview

Entries

Credits

Overview

Execution

We landed on elevators as this would allow us to create the illusion of a walk-in-closet and show how smart these solutions can be. When patrons rode the elevator they were fully immersed in a wardrobe wonderland complete with clothes and accessories all neatly organised with the help of the interior customisable fittings.

Outcome

The campaign lead to an increase in sales and drove traffic in store. It also created significant talk value and had consumers calling IKEA stores to find out what products and combinations had been used. (IKEA is a privately held company and we are unable to share sales results)

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