When I was a child, we made tents, boats and castles using tables, chairs and sheets. These tents, boats and castles became the sets for wonderful imaginary worlds. Sadly, a lot of children’s imaginary worlds exist now on screens, but Ikea Russia and Russian agency, Instinct, are reviving an important tradition. This is one of the very, very good things to come from having kids stuck at home during the pandemic.

The set of instructions is easy to follow. Of course, the materials used – blankets, bedspreads, chairs, stools, rugs etc – are Ikea products. That’s only fair. The collection includes six different types of houses, among which are: classic WIGWÅM, traditional CÅMPINGTENT, unexpected CÅVE, massive FÖRTRESS, large CÅSTLE, and cozy HÖUSE.

And Instinct’s second brilliant idea is that Ikea Russia invites fans to upload the photo of their playhouses with a special hashtag.

Credits:

Agency: Instinct

Creative Directors: Roman Firainer & Yaroslav Orlov

Creative Group Heads: Antonina Pirogova & Evgeny Golovan

Creative Designer: Elena Kravchenko

Client Service Director: Marina Vershinina

Group Account Director: Irina Gornova

Client: Ikea

Marketing Communication Manager: Anna Fokina

Communications Leader: Olya Belyaeva

Social Media Leader: Yulia Prygunkova