Advertising
Based on a brief to “send an email without an email address”, we created the campaign with the underlying message of “craft and care”. The ambition was to establish a stronger relationship with the retailer’s Ikea Family members, and advertise a discount promotion.
After six months of design development and countless prototypes, the world’s first cross-stitched email was ready to send out. Thousands of members across the UK opened their first IKEA FAMILY email – by hand.
The hand crafted artworks depict an email window sewn on to hessian fabric, with every detail from the social media logos in the footer to the browser buttons included. The effect of the process – sewing each “dot” of the image in a cross, even gives a pixelated effect.