Cannes Lions

The guy who hides the lids

McCANN WORLDGROUP, Madrid / IKEA / 2016

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Under the slogan ‘It is not magic, it is order’ IKEA presents its new campaign in which pretends to give a solution to our problems of order in the kitchen because, who among us never have lost covers in kitchen? How many bottles of oregano can we accumulate due to our disorder?

IKEA, helped by some sense of humor and the cinema of paranormal phenomena, presents us an imaginary character responsible for all stupid things that happen in our kitchens: disappeared stuff, things that fall, multiplied bottles. We all have think about the existence of this little character at least one time, a character that stole things, hide them, get us confused and generate the chaos… and definitely provokes a disorder in the kitchen that disturbs us.

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