During breast cancer awareness month, IKEA wanted to get into every Saudi woman's home to remind them of the importance of regular check-ups and early detection. How? Through rebranding IKEA's Kransborre cushion, since it was already round and soft, with a strong statement line and a lifelike lump. Its regular tags were also replaced with tags explaining how to check for lumps. It made women more vigilant about checking their breasts and served as a reminder to be present all year long in an impactful yet culturally thoughtful way.
Awareness Video
Awards
1x Gold Effies Healthcare
1x Silver Lynx Media
1x Silver MadStars Furniture/Household
1x Silver Cresta The Media Magic Award
Cannes Lions Shortlist