Russian creative agency, Instinct, has created an IKEA cookbook compiled in a way that has never been done before. From recipes shared, not with words, but with emojis.
Across the holidays, IKEA Russia invited its Instagram followers to share their ideas for new recipes, using emoji symbols. The most creative combinations were turned into dishes whose real-time cooking was equal to the 15-second videos featuring the cooking process.
Everyday videos with detailed recipes appeared in the official IKEA Russia Instagram account.
From this unique Instagram activation, IKEA made an original ‘cookbook’. Anyone could be its co-author. The mechanics were simple:
- Users posted a photo of an empty plate in Instagram using an image that IKEA offered or chose their own
- They tagged the official IKEA Russia Instagram account, @ikea_rus, and used hashtag, #новыеидеиготовить (meaning new ideas for cooking)
- And the most important thing — participants had to add up to five emoji in the comments to the photo — they were an inspiration for the delicious dishes.
The campaign attracted 277 participants, including popular Russian Instagram bloggers. The agency chose the 20 most creative emoji-based recipes to turn into how-to videos.
Here are some:
https://www.instagram.com/p/_UU8s0Qe2Q/
https://www.instagram.com/p/_Wt8wiwe9a/
https://www.instagram.com/p/_Zeb4jweww/
The videos were shot at IKEA’s purpose built spaces called vmestocafe (instead of café) in Moscow and Saint Petersburg. The cookbook is part of a wider campaign, New ideas for eating, dedicated to food and all around it. IKEA’s aim is to show that a home-cooked meal in can be a great as eating in a café.
Guests can book the whole IKEA kitchen through a special free service and cook their favourite dishes with the help of chefs, celebrate Holidays, play board games and spend time with family and friends. IKEA’s vmestocafes have already attarcted almost 65,000 thousands visitors.
Credits:
Instinct creative agency:
Roman Firainer & Nikolay Fabrika, Creative Directors
Kirill Levashov, Copywriter
Valeriy Volchetskiy, Copywriter
Matvey Chudnovsky, Senior Strategic planner
Marina Vershinina, Client Service Director
Natalia Ametova, Account Director
Ekaterina Krasina, Senior Digital Manager
Mint PR & Social Media agency:
Anastasiya Pogorelova, Client Service Director
Kseniya Kuznetsova, Account Manager
Aleksandra Biryukova, Project Manager in Social Media
Production:
Zebrahero
IKEA Russia:
Anna Benon, Marketing Manager
Inna Romagnoli, Deputy Marketing Manager
Anna Fokina, External Communications Manager
Julia Prygunkova, PR Manager
Alex Ovechkin, Web and Digital Manager
Sergey Rodionov, Social Media Manager
Ivan Nirkov, Interior Designer
