Product as hero
Ikea, through DDB Germany, has created a campaign that would make Bill Bernbach proud. Sublime execution of a very simple concept (always the ones that seem so obvious in retrospect but always the hardest to discover).
The humble Ikea shelf or storage unit is elevated to the status of giant killer via their ability to tame the most challenging of bedroom storage monsters. They call this the “Toybeast” campaign.
In this series, Ikea becomes something of a Saint George, tackling the toybeast-dragons with aplomb. Even though the image of the pile of kids toys asks us to use our imagination to consider that it has the semblance of a ‘dragon’ or ‘monster’, it’s amazing how it still manages to look like an ordinary pile of crap you’d expect in any kids’ room.
Thankfully, the creatives resisted the need to add any complicating words such as: ‘ready to swallow up bedroom mess’. It’s a great idea executed with dragon-slaying skill. It bagged a Lion along the way too and deservedly so.
