Ikea takes big footsteps

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[Amsterdam] Ikea and its agency Strawberry Frog used giant furniture and footsteps instead of traditional media for a Dutch campaign to promote Ikea as the place for families with kids to go for furniture. Strawberry Frog created a world where, through a child's eyes, parents are giants and furniture is huge. The agency attracted children by putting touchable giant furniture around city spaces, and organized storytelling events to entertain them. To further the image of a magical Ikea world, Strawberry Frog laid a path of 17-meter-long footsteps heading through a field to an Ikea store and photographed them from above. The aerial images were sent to newspapers, magazines and TV stations.