New York Festivals
IKEA’s Build A Friend: Integrated
Upon arriving in Europe, Syrian refugee children must learn a new language that their parents may not even speak.
Young children develop language skills by talking to their toys.
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...
📱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