IKEA contacted Proximity Japan (BBDO), asking them to join in on the competition for a magazine concept bid. Facing advertising giants and only 2 weeks to deliver, Director Naoki Fuchinoue approached me to join his magazine team* to provide a winning concept.
Focusing on Japanese reader profiles rather than on an international readers platform, we tailor-made a concept that would fit Japanese tastes while appealing to Scandinavian design and culture aspirations. The concept beat Hakuhodo and Dentsu competitors. The project was finally not launched, but the client stayed on board 😉
*Ota Minoru and Kate Klippensteen