Ikea’s Quarantine Campaign Offers 6 Ways to Make Furniture Forts

A guide to keeping kids occupied from Russian agency Instinct

Image of the Ikea home forts
Some assembly is required, but that's 90% of the fun. Ikea Russia

Whether you’re in quarantine with kids who are increasingly desperate for entertainment or you’re simply longing for a time when life was safer and more innocent, Ikea Russia has you covered.

The retailer’s newest campaign for the quarantine era perfectly captures that yearning sense of nostalgia by bringing old-fashioned childhood adventure into modern home.

Created by agency Instinct, the campaign includes a series of Ikea instructions for parents on how to make tents and forts indoors to create a sense of adventure for children cooped up at home as a result of the Covid-19 pandemic.

The “easy-to-follow” instructions (though if you’ve ever assembled an Ikea product before, your opinion may vary) show how every day items like blankets, bedspreads, chairs and stools can be transformed into a new hideaway.

Ikea Russia is also asking people to share their creations on social media with the hashtag #StayHome.

Client: Ikea Russia
Anna Fokina, marketing communication manager
Olya Belyaeva, communications leader
Yulia Prygunkova, social media leader
Agency: Instinct
Creative directors: Roman Firainer, Yaroslav Orlov
Creative group heads: Antonina Pirogova, Evgeny Golovan
Creative designer: Elena Kravchenko
Client service director: Marina Vershinina
Group account director: Irina Gornov

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.