TBWAZürich: The first handbook for sharing light and warmth
In many households, the mood in this pre-Christmas period is rather depressed. In addition to high electricity and gas costs, bad news about the increasingly troubled times in Europe and the world flutters into the house.
On the occasion of the Swedish Lucia Festival on December 13, 2022, when the darkness is to be chased away with candlelight, Ikea is therefore sending a very special package insert to around 6000 households. An additional 4,000 candles are available in branches across Switzerland, according to a statement.
A typically atypical Ikea guide that does not explain how to assemble a piece of furniture, but how to spread light and heat. The highlight: the instructions are printed on sustainable beeswax and can be rolled up into a candle. The instructions also ask you to light them up and share a video of them on social media.
«Not every idea has to act as if it would save the whole world. But this idea easily keeps what it promises: to bring a little bit of joy in rather joyless times, »Manuel Wenzel from TBWA is quoted in the message. And Patrizia Lamprecht from Ikea adds: “With this campaign we want to share our Swedish customs and bring some light and warmth into our customers’ homes in a creative way.” (pd/cbe)