Ikea 'traps' housemates in a '90s reality show

Contestants suffer the horrors of retro furnishing and accessories in Spanish campaign marking brand's 25th anniversary in the country

Published On
Sep 07, 2021

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Ikea is marking 25 years of its presence in Spain by creating its own reality show; a "Big Brother" style affair in which housemates are trapped in a pre-Ikea, 1990s style home.

"Trapped in the '90s," created via McCann Spain, consists of eight online episodes in which a group of six Spaniards under 25 grapple with such horrors as rotary dial phones, blankets instead of duvets, lack of recycling bins and gas stoves that need to be lit with a lighter. Throughout the show, new Ikea items are gradually introduced to give contestants a way to "survive the ordeal." 

McCann worked with specialized reality show producers and writers to create the show, and spent weeks searching for the perfect mix of contestants. The show, which was co-directed by Maxi Blanco from Landia and Santy García from Big Brother, was shot at El Alamo Studios in Madrid, where the '90s house (set up to resemble what a house in Spain would have been like pre-1996) was filmed by more than 20 cameras. The team recorded more than 100 hours of content were recorded, with the full set of episodes released between Aug. 22 and Sept 5. on on YouTube and Ikea's website.

"It’s the first time that Ikea has made a campaign in the format of a reality show," said Laura Durán, marketing & insights director for Ikea in Spain, in a statement. "The goal was to show in a humorous way how Ikea's products have democratized design, marking a before and after in Spanish homes since its arrival in 1996."

“We didn’t want to make an ad that looked like a reality show. We wanted to make a reality show. Period," added Emiliano Gonzalez De Pietri, chief creative officer of McCann Spain. "You could call this an integrated campaign and you would be right —it’s totally pervasive. But the way we see it, it’s an extremely popular TV show that happens to be an Ikea campaign."



Sep 07, 2021
Client :
Ikea (Spain)
Agency :
Chief Creative Officer :
Emiliano Gonzalez De Pietri
Creative Director :
Alvaro Lopez
Creative Director :
Martin Subercaseaux
Copywriter :
Agustina Lavignasse
Art Director :
Lorena Alvarez
Accounts Team :
Javier Pascual
Accounts Team :
Elena Rodríguez
Accounts Team :
Andrea Cabezudo
Accounts Team :
Claudia Solano
Strategic Planning :
Juan Manuel Ramirez
Strategic Planning :
Maria Goni
Audiovisual Production :
Paloma Adrien
Audiovisual Production :
Juan Torres
Audiovisual Production :
Martin Beilin
Audiovisual Production :
Nieves Antuna
Audiovisual Production :
Vanessa Pizarro
Audiovisual Production :
Sara Del Tio
Media and Social Media Agency :
PR :
Internal Communication Agency :
Relationship Marketing :
MRM Partners
Client Contact :
Laura Durán
Client Contact :
Rafael Jimenez
Client Contact :
Ana Ordonez
Production Company :
Director :
Maxi Blanco
Director :
Maxi Blanco
Digital Director :
Santi Gargia
Executive Producer :
Nico Cabuche
Producer :
Marta Martinez
Post Production Studio :
Animation Studio :
Telecine :
Sound Studio :
Sound Studio :
The Lobby
Music :

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