IKEA targets men who refuse to read manuals in April Fools campaign created by BBH Singapore
BBH Singapore released an April’s Fool campaign for IKEA this morning. It targeted men who unapologetically refuse to follow instruction manuals.
The campaign, which ran across social media in Singapore, Malaysia and Thailand launched this morning, focusing on the insight that most people who don’t follow manuals are male. The pride and joy of self-discovery that men experience when assembling furniture with absolutely no help, is the main motivation behind their motivation to disregard any step-by-step manual.
The GIF created for this campaign, showcased the old IKEA assembly manual which, upon opening, revealed a set of blank pages inside.
The supporting headline read: “The New IKEA Assembly MANual. For those men who don’t follow manuals.” And the post continued “If you’re part of the 92% of the male population who refuse to read manuals, you’re welcome.”
Credits
Client: IKEA
Title: New IKEA Assembly MANual
Agency: BBH Singapore
Executive Creative Director: Joakim Borgstrom
Creative Director: Mara Vidal
Creative Team: Gaston Soto, Tess Broker, Yvette Dewit, Bae Soo Yeon
Head of Planning: James Sowden
Account Director: Chloe Fair
Content Strategist: Heidi Lahtinen
Community Managers: Nurul Maideen, Irina Tan, Aainaa Yahya
Producer: Samantha Dalton
Production Company: Black Sheep Studios