Zig’s Ikea work wins G&M creative competition
This time around, participants were challenged to expand their creative thinking beyond newspaper executions.
The Globe and Mail announced yesterday that zig’s work for Ikea Canada has won its 2008 creative competition.
This time around, participants were challenged to expand their creative thinking beyond newspaper executions. Created solely for the competition, entries had to comprise fully integrated campaigns that included newspaper, magazine and online creative executions.
Tasked with devising a campaign to show people how Ikea storage solutions can make life better, the zig team chose – as it declared in its submission – ‘to demonstrate that life’s better when it’s organized [by] taking something normal and turning it into something abnormal.’ Executions of that concept showed a variety of objects first in wild disarray and then tucking themselves neatly within a cabinet.
For its achievement, the Toronto agency wins $200,000 worth of advertising space in Globe and Mail properties for the campaign, as well as a trip to the Cannes Lions International Advertising Festival in June for agency and client reps.
Those responsible for zig’s winning work were Martin Beauvais (creative direction), Alice Ma (art direction), Michelle Wong (copy), Lesley Rivard (account executive), MindShare’s Justine Townsend (media planning) and Ikea Canada client supervisor Cass Hall.
The jury was stocked with Cannes alumni: Dentsu creative catalyst Glan Hunt; Target Marketing & Communications president Noel O’Dea; Sid Lee VP/senior partner Martin Gauthier; and Capital C partner Bennett Klein; and moderated by strategy & Media In Canada executive editor Mary Maddever.