Creativity 50 2011: Fredrik Jansson, Staffan Lamm, Christoffer Persson

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Fredrik Jansson, Christoffer Persson and Staffan Lamm
Fredrik Jansson, Christoffer Persson and Staffan Lamm
Ikea customers are well aware of the Swedish retailer's design-minded and budget-friendly furniture line, but how does it open their eyes to the brand's kitchen appliances? Through their stomachs. That's the approach that Forman & Bodenfors Creative Director Fredrik Jansson and designers/art directors Staffan Lamm and Christoffer Persson took when they conceived "Homemade Is Best," a baking book featuring classic Swedish dishes, abstracted into gorgeous graphic compositions. The book was given away to Ikea customers in Sweden, but became a global sensation via the blogosphere. It also joined the company of design elite, having won top prize in the Graphics category at the London Design Museum's Brit Insurance Design Awards. Mr. Jansson and company then extended the campaign with -- of all things -- a workout app, which sics an old woman on its users until they burn off the buns and pies featured in "Homemade." Currently the three are tackling another fiefdom in the Ikea universe -- sofas. Forsman & Bodenfors is also launching a midsummer campaign for Ikea Belgium, for which the agency will "probably build a tiny, tiny version of the Royal Swedish Castle," said Mr. Lamm.
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