Sarah Hackett
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Ikea / Lego

 
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Insight: Developing problem solving skills at a young age will make it intuitive later on in life.

Idea: IKEA and LEGO partner to create a design and building game that cultivates problem-solving skills


 

Playing the Game

 

Objective

Build Ikea products using only LEGO bricks and your imagination.

Gameplay

In typical IKEA fashion, assembly guides are visual and user-friendly. Atypically, they're also open-ended – encouraging builders to plan and execute their own designs.

 

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In-Store Vending Machines

Located in the children's IKEA department

 
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Competition

Using only their LEGOs and imaginations, kids are asked to  to design their own unique chair for Ikea. The winning design will be built to life, sold in IKEA stores, and named after its creator.

We advertised with playground posters and social media posts. 

 

Posters & Instagram

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Print Ads

These ads were placed in IKEA's catalogs for parents

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AD: Sarah Hackett  / CW: Sara Muchnick