HITACHI
Do More with Every Space
About HITACHI
Hitachi is a global technology and innovation company headquartered in Japan, known for delivering solutions in sectors like information technology, infrastructure, mobility, energy, and smart systems. With a strong focus on sustainability and digital transformation, Hitachi drives progress through its Social Innovation Business—aimed at creating a safer, smarter, and more sustainable society.
ROLE
Art Director
TIMELINE
20 days
LOCATION
Gurugram, India
challenge
The task was to conceptualize and execute an advertising campaign for IKEA's inaugural store in Navi Mumbai. The campaign needed to encapsulate IKEA's core values while resonating deeply with Mumbai's dynamic, culturally rich, and space-conscious populace.
Creative Strategy
The Big Idea: "Do More with Every Space"
The campaign's central theme emphasized IKEA's ability to maximize space efficiency through innovative design. This concept was visually brought to life using a blend of op art and tape art, creating striking, minimalistic street installations that seamlessly integrated IKEA products into Mumbai's urban landscape.
Visualization & Design
The campaign's artworks, featuring the slogan "DO MORE WITH EVERY SPACE," reinforced IKEA's message of space efficiency. The installations, ranging from small street corners to large building facades, ensured visibility and impact. Each piece accurately represented an IKEA product, maintaining visual consistency and appeal.
Interactive Engagement
To bridge the gap between physical installations and digital interaction, augmented reality (AR) was seamlessly incorporated. The campaign featured an AR filter on Instagram, allowing users to scan the artworks and access detailed product information and purchase options. This approach turned city walls into interactive stores and enhanced IKEA's online retail presence.
Comprehensive Digital Strategy
The IKEA Lens AR feature in the IKEA app lets Mumbaikars engage with IKEA products innovatively. By scanning IKEA artworks or ads around Mumbai, users access detailed product information, customize options, and make direct purchases. Additionally, users earn points for each scan, redeemable for discounts, enhancing engagement and offering tangible rewards.
The “Do More with Every Space” campaign was proposed to capture Mumbai’s vibrant culture while showcasing IKEA’s innovative, space-efficient products. It aimed to generate buzz, engage a wide audience, and communicate IKEA’s brand values, ensuring a memorable store launch. This project enhanced my problem-solving skills and ideation, helping me grow as a designer by tackling unique challenges and developing creative solutions.