IKEA Saudi Arabia and Bahrain / Saudi Arabia / 2021Design & Packaging · PR Stunts
Don't Sleep On It.
IKEA turned a familiar cushion into a year-round reminder to check for changes in breast health.
- Brand
- IKEA Saudi Arabia and Bahrain
- Agency
- Leo Burnett Saudi Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2021
The challenge
Prompt Saudi women to check for breast lumps beyond October campaigns.
The idea
Limited Kransborre cushions hide lifelike lumps, replacing tags with self-check instructions and an early-detection message.
Case study source: Branding in Asia Source ↗
Awards
- Cresta Awards 2022The Media Magic AwardSilver
- The One Show 2022 — Merit, Health & Wellness / Promotional Items. Source: https://www.oneclub.org/awards/theoneshow/-award/43963/dont-sleep-on-it/
Credits
- Brand
- IKEA Saudi Arabia and Bahrain
- chief creative officer
- Mohammed Bahmishan
- creative director
- Mohammed Sehly
- Chief creative officer
- Mohammed Bahmishan
- Executive creative director
- Mohammed Sehly
- Senior art director
- Farah AbuChacra
