IKEA | “Comfort Viewing”

Best Use of Branded Content/Entertainment ($1 Million–$2 Million)

Heading off to college is a big adventure that can leave students needing the familiar comfort and stability of home, which they often try to recreate in their new personal spaces. Ikea and Carat worked with Warner Bros.’ Courageous Studios to bring students and parents together with “Comfort Viewing.” The campaign showed them how translate the vibes of nostalgic shows Friends and One Tree Hill into the decor of their college dorms, with assistance from set decorator Kellie Jo Tinney. Now when college gets a bit overwhelming, students can take comfort in a space that feels familiar despite being completely new.