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Creative

IKEA Spain Puts Families through the Ultimate Trivia Quiz for Christmas

New campaign from McCann and MRM//McCann Spain urges families to put down their phones and connect over the dinner table

IKEA Spain Puts Families through the Ultimate Trivia Quiz for Christmas

IKEA Spain has launched its new Christmas campaign asking us to reflect on our everyday behaviour over the festive season.

Using the slogan #DisconnectToConnect, IKEA is betting on a different Christmas this year, encouraging us to disconnect our mobile devices and social media in order to connect with our loved ones over the festive break.

Created by McCann and MRM//McCann Spain, the campaign revolves around the idea that we spend too much time with our faces buried in our mobile phones, disconnecting us from our loved ones.


IKEA's new campaign highlights the social reality of digital hyper-connection through an ad in which several real families take part in a quiz where they are challenged to answer questions about characters in the digital world as well as about members of their own family over Christmas dinner. If they answer correctly, they can continue eating, but if they give a wrong answer, they have to leave the table.

The message aims to convey that the people who do not answer correctly are not just losing the quiz, but all those conversations and moments that they will not experience or enjoy because they spend too much time on their mobile devices.


IKEA disconnects too

As a gesture to promote this disconnection, IKEA will, for the first time ever, interrupt its digital communication and social media activity from 24th December 2018 to 1st January 2019

The #DisconnectToConnect campaign will consist of two 45 second TV ads and a two minute YouTube video as well as other digital content.

There will also be a landing page with ideas to encourage users to disconnect and get them to share the 'Disconnect to Reconnect' message on their social media profiles, through funny pieces such as memes with messages like 'Cut the memes, cuddles rule' or 'My gran is an influencer'.

In addition, to encourage connection amongst families and friends, the company has developed a board game called 'FAMILIARISED' which will test their knowledge about the lives of their loved ones through questions.

The game will have an analogue version which will be given to all family members, brand ambassadors and all IKEA employees in Spain. A digital version will be available to all those who wish to play via a link which in order to be able to play, will ask users to switch their phones to Airplane Mode, to ensure disconnection and avoid interruption.

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Client

Advertiser: Ikea Christmas

Creative Agency

Creative Agency: McCann Spain and MRM//McCann Spain

Account Management: Javier Pascual, Elena Rodríguez, Alejandra Sierra, Claudia Solano, Elizabeth Localio, Maria Scola, Sonsoles San José, Francisco Guerra

Strategic Planner: Juan Manuel Ramirez

Creatives: Mónica Moro, Raquel Martínez, Lorena áLvarez, Héctor Losa, Enrique Moreno

Digital Creative: Maria José Clemente, Begoña Díaz

Production Company

Production Company: Harry

Director: Dionisio Naranjo

Audio Post Production: La PanaderíA

Post Production / VFX

Post Production Company: Harry

Category: Furniture , Home appliances

Genre: Documentary