ANGIE FEATHERSTONE

Creative Director // Copywriter

Most people with space constraints or messy bedrooms don't even know how to start managing their space. So when it came to promoting IKEA's bedroom solutions, we decided to show how.

This campaign resulted in an unprecedented 20% increase in bedroom product sales.

Web films

Frank the Cosplayer

IKEA Bedroom Stories (Singapore) -- Frank the Cosplayer Frank is a civil servant by day, cosplayer by night. His passion for cosplay was taking over his bedroom. Watch how we helped fit his two worlds into one. If you need help with making space better in your bedroom, do check out the solutions we used for Frank.

Michele

IKEA Bedroom Stories (Singapore) -- Michele Michelle shares a bedroom with her husband and son. And she's planning for another child. Watch how we helped her family live better together. If you need help with making space better in your bedroom, do check out the solutions we used for Michele.

Art Directors: Eirma Webster & Marcus Yuen

Director: Jordan Quellman

Digital Ads

Screen Shot 2014-05-24 at 1.04.52 pm.png

Screen Shot 2014-05-24 at 1.04.57 pm.png

Screen Shot 2014-10-25 at 8.49.27 pm.png

Screen Shot 2014-10-25 at 8.49.34 pm.png

Screen Shot 2014-05-24 at 1.04.52 pm.png

Screen Shot 2014-05-24 at 1.04.57 pm.png

Screen Shot 2014-10-25 at 8.49.27 pm.png

Screen Shot 2014-10-25 at 8.49.34 pm.png

Print - tacticals

Campaign media coverage

The Cosplayer film was particularly well-received by Cosplay communities and media around the world. Here are the highlights:

MEDIA

CREATIVITY ONLINE

http://creativity-online.com/work/ikea-frank-the-cosplayer/34163

PSFK

http://www.psfk.com/2014/03/ikea-performs-on-the-spot-bedroom-organizations-transformations-video.html#!zn8Fp

DESIGN TAXI

http://designtaxi.com/news/364350/IKEA-s-New-Campaign-Transforms-People-s-Bedrooms-On-The-Spot/

CAMPAIGN BRIEF ASIA

http://www.campaignbriefasia.com/2014/03/bbh-asia-pacific-releases-ikea.html

CAMPAIGN ASIA PACIFIC

http://www.campaignasia.com/Video/374627,Ikea+helps+transform+bedrooms+into+fertile+ground+.aspx

MARKETING ONLINE

http://www.marketing-interactive.com/ikea-makeovers-make-better-use-space/

MUMBRELLA

http://mumbrella.asia/2014/03/ikea-invites-singapore-make-space-better/

ADLAND

http://adland.tv/commercials/ikea-frank-cosplayer-2014-200-singapore

https://www.mediabistro.com/agencyspy/ikea-transforms-cosplay-mess_b62050

MOREABOUTADVERTISING

http://www.moreaboutadvertising.com/2014/03/facebook-and-ikea-discover-joys-of-cosplay-community/

ADS OF THE WORLD

http://adsoftheworld.com/media/online/ikea_bedroom_stories_frank_the_cosplayer

LITTLEBLACKBOOKONLINE

http://www.lbbonline.com/news/ikea-cleans-up-clutter-in-bedroom-stories/

http://www.lbbonline.com/news/your-shot-cosplay-and-one-room-squeeze-in-ikeas-bedroom-stories/

BLOGS & TABLOIDS

http://comicsgrinder.com/2014/03/06/ikea-and-the-cosplayer

http://comicsbeat.com/singapore-cosplayer-find-room-for-all-his-mecha-parts-in-amazing-ikea-ad/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+comicsbeat%2FpJEF+(The+Beat)

http://nerdreactor.com/2014/03/06/ikea-features-cosplay-in-its-latest-video-ad/

http://www.crunchyroll.com/anime-news/2014/03/06/video-ikea-promo-explores-cosplayers-bedroom-clutter-problems

http://www.realmofgaming.com/news/Frank-the-Cosplayer-IKEA-Bedroom/2099.html

http://fooyoh.com/menknowpause_lifestyle_living/12966931/you-wont-believe-what-ikea-did-to-this-cosplayers-messy-room-video

http://www.woodworkingnetwork.com/wood-blogs/closets-blog/home-storage-michaelle-bradford/IKEA-Creates-Storage-Space-for-Costume-Closet-249296021.html#sthash.h3WR61ae.dpbs

http://en.rocketnews24.com/2014/03/12/cosplay-attains-mainstream-status-in-ikea-singapores-latest-online-campaign/

http://fashionablygeek.com/costumes/cosplayers-ikea-has-plans-to-orangize-all-your-stuff-video/#!zuRLI

In Portugese:

http://exame.abril.com.br/marketing/noticias/ikea-soluciona-problemas-de-espaco-em-bedroom-stories

In Chinese:

http://gnn.gamer.com.tw/2/94162.html