Although the confinement prevents Ikea, the world's leading furniture company, from opening its stores, it does not prevent it from communicating in a creative and punchy way.
At the beginning of the lockdown, the Israel-based subsidiary Ikea published, on its Facebook page, an explanation of the quarantine in the form of assembly instructions. Produced by the McCann Tel-Aviv advertising agency, it uses the graphic codes of its famous instruction sheets, and summarizes, in a few basic diagrams and with humour, the principle of confinement: not to open the door, to have a key, a lock and a huge stock of toilet paper!
Today, after several weeks of confinement (in France as in Israel), the Swedish manufacturer of kit furniture offers a catalogue of activities for children. This 16-page PDF to download and print contains games on the theme of Ikea furniture: the Kallax shelves turn into a tic-tac-toe grid and Power 4, the Ikea delivery truck has to find its way through a maze, five allen keys are hidden in the living room, furniture is to be coloured, Ikea pencils play at naval battle... The catalogue is in Hebrew, but that shouldn't surprise people who find the Ikea records incomprehensible!
