Ikea Toys

This week has seen the H&G team dramatising some real life fairytales … while creating happily ever after for the world’s most deserving children

We’ve been hard at work over the last week or so helping IKEA, Save the Children and UNICEF with their partnership that sees €1 donated to the charities for every soft toy sold in the Swedish retailer – helping raise money to support children around the world.

The campaign insight was a simple one – to bring to life the lives of the children around the world who have benefited already from this unique partnership and the money that has been raised by IKEA’s customers, while at the same time reminding people that there is a LOT more to be done.

Given that the IKEA toys are based on the lands of Fairytale, we thought that we would tell those stories through the toys themselves and that we would make them into little fairytales of their own – because while there is a long way to go, these are toys that contribute to more happily ever afters.

So it was that we managed to convince stars including Nina Wadia, Stephen Graham, Claudia Winkelman, Arthur Darvill and James Nesbitt to give their time to step into the studio and voice our stories.

We then worked with our resident content team to create stunning animated videos that made those stories into mini-films to be shared through social media and to ensure that we had some cracking online and broadcast assets to ensure the campaign was talked about.

Here is a selection of them …

The coverage has been rolling in – with pieces in the Metro, Evening Standard, Daily Mirror, a belter on Sky News Sunrise and a healthy crop of consumer onlines including Good Housekeeping, Cosmo and a host of others.

A lovely piece of integrated campaigning all round.