Last weekend, IKEA celebrated 40th birthday of its Billy bookcase, with the help of DDB Italy, which was inspired by the idea of linking this birthday to the current reading culture in this country.
Namely, Italian citizens are reading less and less (it is estimated that 57.6% don’t read a single book a year), while the number of new publications is constantly increasing, with 70,000 new books published in 2018 alone.
Hence the idea in which the brand becomes the ambassador of culture and wants to become a meeting place for the public and writers. An initiative devoted to new writers was launched, which was realized with a rich two-day program at IKEA‘s store in Milan’s San Giuliano.
For this occasion, IKEA hosted works by authors who are not yet known to the general public, in collaboration with the Italian online bookstore www.IBS.it, creating a circle of readers at its store with engaging events, public readings, presentations and the presence of authors. The aim was to encourage the rediscovery of reading, and the occasion that was used was the anniversary of the 40-year-old history of their Billy bookcase.
All events were shared on IKEA’s social channels.
Credits
Agency: Gruppo DDB Italia
Executive Creative Directors: Luca Cortesini, Gabriele Caeti
Client Creative Directors: Matteo Pozzi, Samantha Scaloni
Senior Art Director: Mario Giordano
Senior Copywriter: Mattia Basti
Account Director: Davide Bergna
Account Manager: Azzurra Ricevuti
Production house: Bedeschifilm
