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  • SUB CATEGORY :
    USE OF PRINT & CONVENTIONAL OUTDOOR
  • ENTRANT COMPANY :
    DENTSU CREATIVE INC., JAKARTA
  • TITLE :
    BONDING INSTRUCTION
  • BRAND :
    IKEA
  • ADVERTISER :
    IKEA
  • AGENCY :
    DENTSU INDONESIA, JAKARTA
  • CHAIRMAN :
    ELVIRA JAKUB
  • CHIEF EXECUTIVE OFFICER :
    WISNU SATYA PUTRA
  • MANAGING DIRECTOR :
    WIRA GUMAY
  • EXECUTIVE CREATIVE DIRECTOR :
    DEFRI DWIPAPUTRA
  • CREATIVE DIRECTOR :
    RAMEO PUTRA/DHEA METANASTI
  • ART DIRECTOR :
    PARAMASTRI AMALINA
  • COPYWRITER :
    ADITYA SASONGKO
  • PROJECT MANAGER :
    DIAN ELVIRA
  • ACCOUNT DIRECTOR :
    RIZKI SEPTIANINGTIAS
  • MEDIA AGENCY :
    DENTSU INDONESIA, JAKARTA
  • FILM PRODUCTION COMPANY :
    PLAYLAB, JAKARTA
  • POST-PRODUCTION COMPANY :
    PLAYLAB/KRIET LAB, JAKARTA
  • CAMPAIGN SUMMARY :
    In Indonesia, 56% Children spend less time with their families. They face the quiet struggle of yearning for more time with their parents, who are often swept up in the demands of modern city life. For many kids, this means growing up in environments where conversations are brief and meaningful interactions are hard to come by. While parents work tirelessly to provide the best for their families, the emotional cost of limited time together can be profound, leaving children feeling disconnected and craving the simple joys of being close to their parents.
    As a global leader in the home furnishing and retail industry IKEA’s vision goes far beyond being just a furniture brand, it’s about improving the wellbeing of people everywhere to create a better life for them. This time IKEA introduces Bonding Instruction, a revolutionary instruction manual, designed to create lasting bonds and memories through furniture assembly. IKEA is converting its product building time into a bonding time. By modifying the instruction manual book into a bonding tool with step by step instructions for sharing tasks between kids. The goal is to help parents and kids rebuild and make the most of their time together by offering an alternative way to enjoy quality moments.
    With every purchase of IKEA products related to children’s needs, IKEA provide Bonding Instruction manual and a specially designed kid-friendly allen key grip inside the IKEA product box, with tasks intentionally divided to encourage collaboration, filled with engaging stories and visuals designed to appeal to the children.
    The Bonding Instructions successfully encouraged Indonesian families to spend at least 30 minutes of quality time together, creating a new opportunity for parents and children to connect while supporting the child’s growth and development.
  • CREATIVITY/IDEA/INSIGHT :
    As a global leader in the home furnishing and retail industry IKEA’s vision goes far beyond being just a furniture brand, it’s about improving the wellbeing of people everywhere to create a better life for them. This time IKEA introduces Bonding Instruction, a revolutionary instruction manual, designed to create lasting bonds and memories through furniture assembly. We are converting our product building time into a bonding time. By modifying the instruction manual book into a bonding tool with step by step instructions for sharing tasks between kids. The goal is to help parents and kids rebuild and make the most of their time together by offering an alternative way to enjoy quality moments.
  • STRATEGY :
    IKEA’s self-assembly furniture concept fits perfectly with the needs of Indonesian families by offering flexibility, affordability, and democratic design for everyone. Beyond functionality, assembling furniture is seen as a fun and rewarding activity, transforming it into a shared experience that fosters a sense of ownership and togetherness.
    For every purchase of IKEA products related to children, we provide a Bonding Instruction manual along with IKEA’s signature allen key, enhanced with a specially designed kid-friendly grip. This thoughtful addition allows parents and children to work together using the manual, with tasks divided to encourage collaboration. Furniture assembly becomes more than just a chore, it’s an opportunity to create lasting memories and strengthen family connections.
  • EXECUTION :
    Converting our building instruction book into a Bonding Instruction manual book involves incorporating a simple tweak on the instruction that can trigger cooperation between parents and children. The instructions are wrapped in interactive instructions, and a thoughtful division of tasks between parents and children. Additionally, a specially designed kid-friendly allen-key hand grip is also distributed within the manual book to ensure an easier assembly process for children. And to present the assembly process in a fun and captivating way, the manual book is also filled with story-driven instructions supported by joyful visuals that turn each step into an exciting narrative. This approach not only makes the experience enjoyable for children but also fosters teamwork and meaningful connections between parents and kids.
  • RESULT :
    The Bonding Instructions successfully encouraged Indonesian families to spend at least 30 minutes of quality time together, creating a new opportunity for parents and children to connect while supporting the child’s growth and development. IKEA's strong affinity with customers has made assembling a bonding experience for Indonesian families as they have successfully gained 32+ millions reach impression as well as reached USD 95,082+ gain in media value.