Ogilvy Manila

Winner

In 2023, Ogilvy put IKEA everywhere and helped Lady’s Choice make its bravest choice.

The ‘This Is An IKEA Store’ campaign created over 900 retail ‘sampling’ locations that led to IKEA.ph. This clever reimagining of the retail experience was the brand’s best e-commerce performance to date. It also led to IKEA Philippine’s first Cannes Lion.

On Father’s Day, Lady’s Choice became Dad’s Choice, punctuating the brand’s efforts to challenge gender-biased category norms. Our dad ad was the brand’s best-testing material to boot. This led to double-digit growth for the business, a first since the pandemic.