IKEA planned on opening their latest store in Centennial, a suburb of Denver where umlauts fit in like elephants at a rodeo and where people spend more time outdoors than anywhere else in the US. Not only did we need to show appreciation for Denver's way of life, but also how our furnishings could fit in.

So we did what any family new to the neighborhood would do... we threw a housewarming and invited the whole city. In out-of-home and display media we depicted open doors on homes with IKEA furnishings inside. In radio, we created a nosy couple spying into their neighbor's home for a peep of their furniture. And on Facebook we created and produced a gaming experience, which helped drive all of Denver to a "housewarming" called the grand opening.

It went on to become IKEA's most successful store opening ever.

This video is our campaign entry into the 2011 Effie Awards where it was shortlisted.