IKEA receives cannes lion honour advertiser of the year award 2011

IKEA – homemade is best (marzariner) image courtesy of forsman & bodenfors

since being awarded their first cannes lion back in 1991, IKEA has gone on to receive 50 lions across all categories, including film grand prix in 2003 for ‘lamp’ and a titanium lion in 2010 for ‘facebook showroom‘. this year, on the occasion of the 58th cannes lions international festival of creativity, the swedish home furnishing retail company stands as the recipient of the 2011 advertiser of the year award.

the company works with a range of agencies from around the world, immersing themselves in unconventional and humorous modes of advertising in order to drive awareness to their brand and traffic stores. their marketing is strategy based on their business idea of providing a wide range of affordable, well-designed home furnishing products. over the years, IKEA has managed to localize its global target market, creating campaigns that vary across the territories, taking into consideration the specific cultural sensibilities of each of the countries in which they run.

included in this group of agencies is sweden’s forsman & bodenfors (F&B) who has collaborated on promotional material in both print and film mediums. for example, F&B designed the ‘best-baking book’ for IKEA, encouraging that ‘homemade is best’, using the cookbook filled with mouthwatering baked goodies as a means of generating interest in kitchens. all of the ingredients required for each recipe are laid out on each page, the individual components of constructing the perfect baked treat – a metaphoric visual of the required components needed to build the most perfect kitchen space.

IKEA – homemade is best (rulltårta) image courtesy of forsman & bodenfors

  the award will be presented in cannes to noel wijsmans, global retail manager and vice president of IKEA group, during the film, film craft, titanium & integrated and creative effectiveness lions on saturday, june 25th, 2011.

IKEA – homemade is best (bondkakor) image courtesy of forsman & bodenfors