WHO SAID IKEA IS FAR AWAY?

Many people in Belgrade perceived the IKEA store as being too far away and inconvenient to reach. Our task was to challenge that perception, particularly among residents of New Belgrade, who can reach the store in approximately 20–25 minutes by car.

To do so, we created the humorous slogan “Who Said IKEA is far away?” and highlighted the travel time from different neighborhoods across New Belgrade to the IKEA store.

At the same time, we wanted to make IKEA products feel more familiar and relevant by connecting them to the character and identity of each neighborhood.

The result was a memorable and highly effective geo-targeted outdoor campaign featuring 18 unique creative executions across 24 locations in New Belgrade.