DRÖNJÖNS & DRAGAN – The Swedish Manual of Names That Sound Good

Creative idea

Research uncovered that D&D players were using the IKEA catalogue as a source of inspiration for their fantasy characters' names. To engage this community authentically, IKEA made the hack official, creating Drönjöns & Dragan, a limited edition IKEA catalogue designed to find inspiration amongst Swedish words, to find the ones that sound like fantasy names for their quests.

Brand name: IKEA
Advertiser / client: IKEA ITALIA
Product / service: IKEA
Campaign name: DRÖNJÖNS & DRAGAN – The Swedish Manual of Names That Sound Good
Agency network: OGILVY
Agency: Ogilvy Milan
Media agency: Wavemaker - WPP Media
Agency chief executive officer: Roberta La Selva
Chief creative officer: Giuseppe Mastromatteo
Executive creative director: Lavinia Francia, Francesco Basile
Creative director: Nicolò Mondonico, Alberto Crignola
Art director: Vincenzo Tortora
Copywriter: Giulia Oliva
Account director (agency): Daniela Morone, Paola Di Sciascio
Media director: Luca Vergani
Strategic planner / strategist: Silvia Tasso
Senior planner: Luca Tapognani
Photographer: Pietro Sgaramella
Illustrator: Gipi
Director: Michele Stanca
Music: Screenplay
Agency producer: Sanam Bartoletti, Aurora Antonello, Giulia Cattani, Milena Sirtori
Digital strategist: Antonella Miano: Head of Data & Analytics
Event production: GDG PR
Additional company: Alessandra Giombini: Marketing Communication Manager Cristina Pedotti: Marketing Communication Leader Martina Camilla Ruggeri:Content Specialist Marta Carraturo:Content Specialist Silvia Roccoberton:Integrated Media Leader Matteo Bellini:Integrated Media Manager Giulia Podgornik:Content Specialist Davide Rota:Content Specialist Isabella Russo:Integrated Media Leader Serena Cantù:Integrated Media Specialist Martina Lucia Gabrieli:Integrated Media Specialist Lorenzo Meazza:Interior Design Manager Nydia Carolina Urdaneta Falcon:Interior Design Leader Chiara Gabriele:PR Leader Elena Ronca:Comms Specialist Marianna Lovagnini:Comms&Events Specialist Liz Taylor: Global CCO