Singapore – IKEA in Singapore is celebrating its 45th anniversary and to mark such a milestone, it has developed a special edition of one of its staple merchandise – the IKEA pencil.
In a very literal way, the furniture brand extends its branded pencils into a longer size to represent the many years it’s been doing business in The Lion City. Add to this is a tongue-in-cheek social media creative that sees it creating a carousel to emphasise how long it has been created for the special anniversary.
“In fact, a really really long one – so much so, that it needs to be posted as a carousel,” Said TBWA\Singapore, the brand’s partner for the campaign.
The IKEA pencil is an iconic item found in its stores and is freely given to visitors.
“As a nod of appreciation to the people who have supported the brand over the years, we thought it would be fun to create some nostalgia with the iconic IKEA pencil that we all know and love,” said Asheen Naidu, executive creative director at TBWA\Singapore.
In order to obtain the special edition pencil, fans of the brand can visit IKEA stores across Singapore from 27 April – 1 May, and stand a chance to go home with the extra long collectible. During the campaign’s period, customers can also expect long-themed social activations and in-store executions.
