︎


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
Running on Cargo