IKEA created a series of ads depicting family trees showing that 10% of Europeans were conceived on IKEA furniture. One ad maps a family tree with generations conceived on beds, washing machines, tables and sinks. The campaign tagline is "Where family starts". The 18th Zone in Guatemala City has high gang violence, making employers reluctant to hire residents. A snack brand set up an "embassy" to facilitate dialogue between companies and residents. It took CVs and circulated them to partner companies, resulting in hires. Cisco created a billboard near an airport that changes messages based on traffic speed. It provides information tailored to how fast viewers are driving. Faster speeds mean shorter messages that can

1. 19.05.14

2. This Week...
Family Tree, Embassy of 18th Zone Traffic controlled billboard, Burger King Motel,
Nivea protect.
Family Tree
IKEA
Embassy of the 18th Zone
Tortrix
Traffic controlled billboard
Cisco
Burger King Motel
Burger King
Nivea protect
Nivea

3. Clever idea from IKEA. According to research carried out by
the Think ad agency for the Swedish giant, 10% of
Europeans were conceived on an IKEA product (not bed
necessarily).
To illustrate this, they created a series of humorous ‗family
tree‘ ad.
In each ad, it maps a different family tree—showing where
each generation was conceived. For some, they were made
on IKEA beds, while others were produced on washing
machines, tables and sinks.
The tagline for the campaign: ―Where family starts‖.
Family tree
IKEA

5. Embassy of the 18th Zone
Tortrix
The 18th Zone in Guatemala City houses 800,000 people
but the area is dominated by gang violence. Employers
are reluctant to hire people from the 18th Zone as they
presume that they have ties to the gangs.
Guatemala‘s most popular snack brand decided to give
back to the people in the 18th Zone by setting up an
embassy to open a dialogue between companies and the
residents of the 18th Zone.
Tortrix launched a website to take in CVs and each one
was reviewed and circulated to participating companies,
with great results.

6. Traffic controlled billboard
Cisco
Cisco is a big believer in the "Internet of Everything," so it
has created this speed sensitive billboard near San
Francisco's International Airport that changes messaging
depending on traffic conditions.
Created by Goodby, Silverstein & Partners, the company
debuted the outdoor in time for Cisco Live, its largest B-to-
B event this year that begins May 18 in San Francisco.
The billboard delivers a message depending on how fast
someone is driving. There are four speed ranges. If
someone is going under 22 miles an hour, they see a
message saying: "The Internet of Everything is changing
this billboard based on your speed. So you see only what
you have time to read. Sorry about the slow going." The
faster you're going, the shorter the message is.

8. The Burger King Motel
Burger King – New Zealand
The Whopper is Burger King‘s most popular product but
Burger King wanted New Zealanders to try their new
chicken burger.
They needed New Zealanders to cheat on the Whopper…

9. Parents have two main worries when they go to the beach
with their kids, sunburn and keeping a constant eye on
them.
So Nivea Sun, came up with a clever idea for the Brazilian
market: create an ad that doubles as a device for keeping
track of children. The magazine ad contains a strip that can
be torn out and used as a bracelet; there's also a code for
parents to link to Nivea's smartphone app NIVEAProtege.
Once the kid is wearing the bracelet, the app will alert
parents if they stray beyond whatever pre-set boundary the
parent has selected. The bracelet advertising this product is
made of humidity-resistant paper that can be sized to fit
any wrist, and can be reworn.
The next step would be to package it in with the sunscreen
itself.
Nivea protect
Nivea