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COPYWRITER
IKEA (Internal)
IKEA x Building F x Pigeon Live Client Brief. Winner.
INSIGHT: The LGBTQ+ community online identifies with and has fully embraced Ikea's plushies as mascots.
BIG IDEA: Show that the Ikea Rainbow CRG (IKEA's LGBTQ staff community) is “STUFFED WITH SUPPORT”
Love for IKEA plushies online
Internal Campaign
Staff Room Posters
Breakroom Takeover
Limited edition plushies with embroidered IKEA CRG logos take over the staff spaces.
Incentive Extention
Pins earned for joining, attending and engaging in monthly meetings.
Staff proudly sporting pins on their lanyards/uniforms creates curiosity amongst coworkers and starts a conversation about the group.
LinkedIn Posts
#StuffedWithSupport
Traction on social with the brand reposting staff posts sharing their experience in the CRG and photos with plushies and pins.
The Team
Jhenny Lynn Castillo
Art Director
Olivia Birnie
Copywriter
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