Welcome to the Independent
Republic of your Home
Client: Ikea
The “Independent Republic of Your Home” became the brand concept for IKEA in Spain, and a key pillar of its global brand strategy.
To launch the campaign, we filled the country with messages celebrating the many things people do at home. We deliberately collaborated with stencil artists for the visuals, hoping people would start creating their own version. And they did.
We also commercialized a doormat featuring the message “Welcome to the Independent Republic of My Home.” It remains IKEA’s top-selling welcome mat. People didn’t just love the campaign. They turned their own front doors into the brand’s most powerful media channel. It costs nothing and even generates profit.
The result? Some of the best media outcomes ever. How cool is that?
Agency:
*SCPF…
Role:
Art Direction
Awards:
Silver Lion at Cannes. Bronze Lion at Cannes. Silver CDEC Award. Gold at El Sol Festival. Silver at El Sol Festival.