Fathers Day

Creative idea

Becoming a father is a life-changing moment. The ground shifts beneath your feet, and suddenly you find yourself asking everyone for advice, because no one really knows what they're supposed to do. IKEA has always been there for people figuring things out, helping them assemble every piece of furniture with one of its most iconic brand assets: the instruction manual. For Father’s Day, we honored dads by creating one just for them. Except this one was completely blank, featuring no instructions at all. Because every father out there is unique, and fatherhood doesn’t come with instructions.

Brand name: IKEA Greece
Advertiser / client: IKEA Greece
Product / service: IKEA Greece
Campaign name: Fathers Day
Agency network: INDEPENDENT AGENCY
Agency: The Newtons Laboratory
Creative director: Giannis Sorotos
Art director: Eirini Tzioti
Copywriter: Dionysia Lampadariou, Christos Tsirigotis