Client: 

IKEA Food Service AB (www.ikea.com)

brief:

To get millennials in contact with IKEA Foods and increase the sell, by letting IKEA food being mobile. For a global applicability.

" With MINGLA as
your new neighbour,
you will get to know
your old neighbours
as well "

My work:

- Ideation & Concept Development
-  Animation & Visuals for pitch
- Pitching the Idea 

The team:

Anna Jungerhem
Karin Backlund
Miles Appelton 

Time Frame:

Hyper Island 2016
- 5 weeks project

Mentor & Industry Leader:

Nikolaj Fremming,
- Creative Director & co-founder at NikExtension

the idea: 

MINGLA (Mingle) is the concept when IKEA and IKEA Food occupies empty apartments before the new owner has moved in.

- By letting IKEA furnish and decor the apartment - For a everyday living.
- By letting IKEA Foods having dinner parties with long tables and name tags, people will meet new acquaintances - For being together.
- By letting IKEA Foods mixing traditional IKEA food ingredients and create something new, people will get new ideas to bring home - For being creative. 

The  tag line "We inspire - You create" can be interpret in different ways; “We inspire togetherness, You create moments", "We inspire dinner parties, You create memories". 

The Design:

The experience design connected to MINGLA,  is open, friendly and familiar with the purpose of creating togetherness, creativity and memories. With social media and guerrilla marketing MINGLA will be the famous neighbour in your building.

Examples of activities:
- Ads look  alike housing ads in newspaper and websites.
- Compete in "På Spåret"-riddles on social media; to which city will MINGLA move next?
- Find IKEA arrows on the street and IKEA furnitures placed in the city with invitations and informations.