IKEA traps contestants in the 90s to mark 25th anniversary in Spain
By Laura Kirkpatrick on Friday, September 10, 2021
To mark IKEA’s 25th anniversary in Spain, the brand released a spin off Big Brother reality show, confining contestants within a pre-Ikea, 1990s style home.
‘Trapped in the ’90s”, created via McCann Spain, consists of eight online episodes of six Spaniards under the age of 25 grapple with the horrors of retro furnishing, rotary dial phones and gas stoves…
“We didn’t want to make an ad that looked like a reality show. We wanted to make a reality show. Period,” added Emiliano Gonzalez De Pietri, chief creative officer of McCann Spain. “You could call this an integrated campaign and you would be right —it’s totally pervasive. But the way we see it, it’s an extremely popular TV show that happens to be an Ikea campaign.”