Oneshow ADC
Merit

New York Festivals
Shortlist














Title

Build a Friend


Category

Learning Experience Design, Product Design


My Role

Concepting
Art Direction
UX Design
User Research
Instructional Design


Honor

Oneshow ADC:
Merit


New York Festivals:
Shortlist


⚠️Problem

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



The boxes become...







🤸🏾‍♀️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


Don Lee, Art Director