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IKEA’s Build A Friend

: Integrated

⚠️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
Cargo Collective, Inc. Los Angeles, Calif.
Running on Cargo