CANNES, FRANCE — Ogilvy Manila and OMD Philippines’ integrated campaign for Swedish furniture giant IKEA just won a Silver Lion at Cannes Lions, marking the country’s second silver ever in the Media Lions after Y&R Philippines won one for Maynilad back in 2014.

The work, which aimed to bridge IKEA’s physical availability gap in the Philippines given the country’s archipelagic nature, recognized the crucial role of media channels in Filipinos’ purchasing behavior.

This is an IKEA Store

SILVER LION | Media Lions > Culture & Context > Single-Market Campaign

Agency: Ogilvy Manila
Media: OMD Philippines 
Client: IKEA

Ogilvy Manila, together with OMD Philippines, created almost 1,000 retail “sampling” locations all over the country that led Filipino shoppers to IKEA.ph. Within three months, 927 new “IKEA stores” were created across online and offline touchpoints. They brought IKEA to Filipinos by taking over salons, gyms, clinics, beaches, resorts, camping sites, and even Grab cars — turning them into IKEA stores through a QR code that led shoppers to purchase via IKEA.ph.

As of the third day of the Cannes Lions International Festival of Creativity, the Philippines has tallied two metals: a Bronze Lion in the Audio & Radio Lions category for BBDO Guerrero’s work on Mountain Dew, and Ogilvy Manila’s Silver Lion for IKEA.

Two more Philippine shortlists are up for metals in the PR Lions and Film Lions: MullenLowe TREYNA’s “Right To Care” campaign and GIGIL Manila’s Summer film, respectively.

adobo Magazine is an official media partner of Cannes Lions 2024.