Ikea's latest manual gives parents instructions on how to build forts and playhouses in lockdown

Russian campaign by Moscow agency Instinct encourages people to share their photos online

Published On
May 14, 2020

Editor's Pick

Ikea's worldwide agencies have proved themselves adept at thinking up creative marketing ideas to help families get through quarantine, from turning its catalog into a coloring book and mapping out how to stay home in Israel, to sharing its recipes for Swedish meatballs.

The latest project comes from Russia, where Moscow-based agency Instinct has issued some step-by-step, Ikea-style instructions for homemade ways to keep the kids entertained. The line-drawn manuals, posted on social media, give you ideas for how to construct a wigwam, cave, fort, tent and playhouse, using household items like blankets, chairs, book, clothes pegs and fairy lights (which, the manual stresses, don't need to be from Ikea).

People are then invited to share their constructed playhouse photos, with the hashtag ##явдомикеикеа, which translates as "I'm in an Ikea house."


May 14, 2020
Client :
Ikea (Russia)
Agency :
Marketing Communication Manager :
Anna Fokina
Communications Leader :
Olya Belyaeva
Social Media Leader :
Yulia Prygunkova
Creative Director :
Roman Firainer
Creative Director :
Yaroslav Orlov
Creative Groupheads :
Antonina Pirogova
Creative Groupheads :
Evgeny Golovan
Creative Designer :
Elena Kravchenko
Client Service Director :
Marina Vershinina
Group Account Director :
Irina Gornova

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