IKEA’s Build A Friend
: IntegratedProblem
Insight
Young children develop language skills by talking to their toys.
Idea
IKEA prints toys with vocabulary words on all its boxes, allowing European customers to build and send toys to their refugee neighbors in need.
How it works
Instore experience
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Delivery
Post-delivery digital campaign
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An Instagram page shows refugee children with their new toys, responding to the notes that customers left for them.
Copywriter: Erica Yoshimura
Upon arriving in Europe, Syrian refugee children must learn a new language that their parents may not even speak.
Insight
Young children develop language skills by talking to their toys.
Idea
IKEA prints toys with vocabulary words on all its boxes, allowing European customers to build and send toys to their refugee neighbors in need.
How it works
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The boxes become...
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Instore experience
Delivery
Post-delivery digital campaign
An Instagram page shows refugee children with their new toys, responding to the notes that customers left for them.
Copywriter: Erica Yoshimura
Cargo Collective, Inc. Los Angeles, Calif.