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Branded Entertainment
Television Program - Single Reality/Unscripted/Alternative Show

Finalist

Entrant: McCann Tel Aviv, Tel Aviv
IKEA - "Big Brother Unboxing"

Corporate Name of Sponsoring Client: IKEA

VP Client and Content: Yaniv Sne

Media Company: Universal McCann, Tel Aviv

Agency Senior Account Executive: Ben Muskal

Agency Account Executive: Daniela Klinger

Agency Account Manager: Rotem Mizrahi

Agency: McCann Tel Aviv, Tel Aviv

Executive Creative Director: Sigal Abudi

Creative Director: Udi Avital

Copywriter: Idan Kravitz

Art Directors: Kfir Peretz/Dana Moshkowitz


Description of the Project:
Big Brother is Israel's most-watched program with over 34 percent ratings. Each year there is a big expectation for reviling the design of the house. 

We have decided that in the VIP season, which is known for having the most spoiled contestants, we will not furnish the house but let them do it all by themselves.
The contestants entered to an empty house, and had to build their beds, kitchen, living room and more. 

On the third day, the whole country watched the big revealing of the entire house.  Although we didn’t maintain the name of the brand, Right after the first episode which had 41% rating, everyone knew the house had style. Ikea style.