MONICA APODACA
Creative Director, Art Director
IKEA. Home of Swedish design, giant blue shopping bags and you guessed it - delectable Swedish meatballs. During the pandemic, we discovered people were missing the classic in-store IKEA experience, so we decided to bring it straight to their doorstep.
Introducing the IKEA Meatball Candle. The world's first Swedish meatball-burning-scented candle.
A meaty delight nestled in a box containing a multi-sensory experience that mimics the journey of walking through your local IKEA.
This incredibly beefy idea not only generated 4.7 billion earned media impressions with zero media dollars spent, it more importantly gave Gwenyth Paltrow a real run for her money (seriously, people tried to buy it on resell sites). And even inspired a radio station to write a very meaty jingle about it. Success!
Press:
Awards:
One Show - Merit
Effies - Silver