It is not easy to be creative and deal with all that pressure. Sometimes I feel bad for the creative types; they have to find an idea that will bowl the customer over, and then keep their fingers crossed that the customer won’t sabotage all their hard work.

Besides, the agency isn’t always working on image campaigns with large budgets. We often need to take on creative challenges with few resources. The subjects, features or issues that we are faced with are sometimes huge, and our client wants to convey a specific message and expects us to find an original way to do so. As for me, and I dare say for my team as well, we are fired by this type of pressure to find the perfect idea, and find pleasure in delivering a unique product.

This ad is interesting because it had to spread the message that delivery is now free for Ikea’s customers. It is a fairly simple message but the creative team still had to come up with an original way to present it. Needless to say, I raise my hat to the people who created this publicity since many would have gone for the easy concept without a story or a creative hook.