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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
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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
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