RESULTS: After the campaign hit, people across Poland began filling up Internet forums with their own "Better Living"-style stories mimicking the TV spots. Then The Szymon Majewski Show (like Poland's Tonight Show) used the IKEA "Better Living" format to make fun of a corrupt politician. The campaign was voted Journalists’ Choice: Campaign of the Year at Poland’s main advertising festival (KTR) and won a Golden Watch at the Golden Drum Festival in Portoroz, Slovenia.

Did we also place IKEA stories at busstops for people to read while waiting for the bus? Yes.

Role: Writer
AD: Kuba Zielecki
CD: Martin Winther
Agency: Leo Burnett Warsaw