TBWA\Zurich for Ikea: The manual for lighting
From instruction manual to candle: On the occasion of this year's Lucia festival, Ikea launched a "Candual" together with the agency TBWA\Zurich.
In this year's pre-Christmas period, the mood in many households is rather depressed: In addition to high electricity and gas costs, bad news about the increasingly unsettled times in Europe and the world flutter into the house.
On the occasion of the Swedish Lucia festival on Wednesday, when candlelight is supposed to chase away the darkness, Ikea therefore sent a very special package insert to around 6000 households. It is a typically untypical Ikea instruction, which explains however not, how one sets up a piece of furniture, but how one spreads light and warmth. The twist: the instructions are printed on sustainable beeswax and can be rolled into a candle. The instructions invite you to light the candle and share a video of it on social media.
"Not every idea has to pretend that it will save the whole world. But this idea easily delivers what it promises: to bring a little bit of joy into rather joyless times," says Manuel Wenzel of TBWA\Zurich. "With this campaign, we want to share our Swedish customs and bring a little light and warmth into our customers' homes in a creative way," adds Patrizia Lamprecht from Ikea.
In addition to the 6000 canduals sent out, an additional 4000 copies are available in branches throughout Switzerland.
