IKEA collaborated with Unicef to carry out a campaign in between dates 10th November 2013-4th January 2014 and contributed 2.5TL for the education of children for an exchange of each bought plushie. They wanted to put through a digital project to emphasize that they are also a brand for kids, kids like to spend time at IKEA just as much as their families and to announce this social responsibility campaign at the same time. We fictionalized a video to answer this request and to divergently approach a childs’ world in IKEA. We inserted a small microphone inside a badger plushie and prepared a fun surprise for kids who came to IKEA stores. As we positioned these plushies as the "Yol Arkadaşım" for the kids at the IKEA store, we chose a different way to express that other kids might need "Yol Arkadaşım" as well and you can contribute to their education with each toy you buy.

In different video platforms, we shared our video and achieved over 577.000 views. We also promoted our video through social media channels which IKEA was active for a long time and reached over 27millions of people. When we include the video sites the total reach is 52.5 million. We received nearly 10.000 interaction in IKEA’s social media accounts.