IKEA

Gabriel Ladaria, Marketing director & insights at IKEA España
Rafael Jimenez, External Communication Manager for Spain at IKEA Grou, IKEA
Ana Ordoñez, Country CRM manager IKEA

McCann Spain *Lead Agency

Emiliano González Di Pietri, CCO McCann Spain and Chief Creative Integration Officer MWG Spai
Agustín Soriano, Chief Strategy Officer McCann / Chief Strategic Integration Offi • Brand Strategy
Álvaro López, Group creative director
Javier Pascual, Integrated account director
Elena Rodriguez, Account director
Andrea Cabezudo, Project manager
María Goñi, Strategy director

Iprospect

IKEA has transformed our homes since its arrival, however, is perceived as a brand that always has the same products despite its efforts to renew its catalogue. IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without IKEA. As a result, the strategy was key to demonstrate the impact IKEA has had on our homes inviting six of these IKEA natives to take a horrific trip in the 90s in the form of a reality show.