We won IKEA's business with this idea, then produced the campaign using a deliberately "low budget" feel to play off the ridiculously positive voiceover. Voted Campaign of the Year by Polish journalists. Cannes Lions Shortlist x 2.

HONORS:

Cannes Lions: Film Shortlist for "Faktum"

Cannes Lions: Film Shortlist for "Beddinge"

Golden Drum Festival: Golden Watch for the Campaign

Voted “Campaign of the Year” by Polish journalists (Klub Twórców Reklamy)

 

RESULTS:

After the campaign hit, people across Poland began filling up Internet forums with their own "Better Living"-style stories — completely independent of IKEA’s involvement.

Then The Szymon Majewski Show (like Poland's Tonight Show) used the IKEA "Better Living" format to make fun of a corrupt politician.

The campaign was voted "Campaign of the Year" by Polish Journalists at Poland’s KTR (Ad Creators Club) advertising festival and picked up a Golden Watch for the campaign at the Golden Drum Festival of New Europe.

CREDITS:

Director: Sebastian Panczyk

Writer: Mike Lars White

Art Director: Kuba Zielecki

Creative Director: Martin Winther

Agency: Leo Burnett Warsaw

Did we also place Better Living stories at bus stops for people to read while waiting for the bus? Yes, yes we did.