IKEA: 20 years of stories at home
Going down the memory lane to build a local brand connection
IKEA was celebrating its 20 years in Portugal with an integrated campaign under the concept “20 Anos. E ainda há muito por fazer.” and briefed NEI to include influencer marketing as a crucial part of their strategy.
IKEA: 20 years of stories at home
Campaign sneak peek
03
Creators
10
Contracted Content Pieces
04
Additional Content Pieces
2M
People Reached
4.5M
Impressions
26.6K
Total Interactions
Our Work
We started this project with a single question: who were our biggest influences in 2004? The term “influencer” didn’t exist back then, but to be fair, 2004 was influenced by unforgettable moments and influential figures who remain relevant today.
From the sofa, we watched a Portuguese goalkeeper make history in an unforgettable Euro 2004 match, followed a Portuguese blogger who went on to revolutionise the internet forever, and saw one of Portugal’s most celebrated TV hosts launch a programme that remains part of the country’s culture to this day.
With this campaign, we wanted to show that IKEA is not just about furniture but about the unique memories it holds, using nostalgia as our creative anchor to connect emotionally with our target audience of millennials. These small tributes were also created in collaboration with the talented content creator Catarina Mira-Rose, disrupting traditional production pipelines.
“We wanted to show that IKEA is not just about furniture, but about the unique memories it holds, using nostalgia through influential personalities as our creative anchor to connect emotionally with our target audience.”
The team
Brand Strategy:
IKEA
Concept & Communication
Strategy:
UZINA
Creator Strategy,
Ideation & Management:
NEI
Production:
NEI feat. Catarina
Mira-Rose
Directed by:
@catarinamira
Cinematography:
@whitenegatives
Production:
@_monica_mota_
Assistant Producer:
Lopo Castelo Branco
1st AC:
@jfangueiro
2nd AC:
@miguel_leal_costa
Gaffer:
@akapovo
Spark:
@trindad29
Key Grip:
@aalves20_
Sound Director:
@rijo_on_theway
Art Director
& Prod. Design:
@da.bernarda
Art Assistant:
Pawel
Styling:
@raquelguerreir
MUA:
@marleneee_santos
Hair Stylist: @andrenetooliveirahairstylist
Edited by:
@catarinamira
Colour Grading:
@andrepega
Sound Design:
@rijo_on_theway
BTS:
@ferreirasebas
Soccer commentary:
@tsfradio
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