Creativity "Pick of the Day"
Adweek "Editor's Pick"
AdForum "Top 5" and "Editor's Pick"
The Drum "Ad of the Day" and 1st Place in their global "Creative Leaderboard"
Shots "Hot Shot"
It's not easy to overcome your competitors by just lying on the sofa, but that's exactly what we did. We used a simple premise: sometimes you need to do nothing before you do something great. In order to invite Britons to stay in more often and enjoy their living rooms, we brought to life a wild and wonderful creature who happens to spend most of its day at rest. Only springing into action when it’s fully recharged. Lion Man is one of IKEA’s most effective campaigns in the UK to date. Besides TV & Cinema, the campaign also had a full digital platform, with 9 short films and a fully interactive digital panorama to explore a living room and a not so interactive Lion. The effort helped IKEA to achieve the greatest boost in awareness of any brand that year.
To experience the digital panorama, please COPY+PASTE the link on your browser: http://www.relaxlikealion.com/