These are some placements done for Ikea by Standards Group for the Chinese market.
They held focus groups to determine what would be the best way to approach their targets, from what language to how to properly convey the desired tone. They wanted to show the playfulness and sense of teamwork through their ads.
By running with the campaign and dealing with a sense of face to carry through the copy they are able to reach out and tie everything together with a simple line of wanting to meet face to face. The use of the silloette helps to keep the ad open and let anyone imagine themselves in that place.
Thoughts on this campaign? The English translation has been included.
Via: http://www.recruitmentadvertising.cn/news/20.html
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