Russia

Ikea PS 2014 Instagram Website

You open Instagram and land on Ikea_ps_2014. The grid does not look like a typical brand feed. Each tile behaves like a navigation button. Benches. Tables. Storage. You tap a category image, reveal hidden tags, and jump straight into product views. Instagram becomes the website.

The idea. A catalog built inside Instagram

Ikea has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia, to promote the PS 2014 collection, Ikea teams up with Moscow-based agency Instinct to approach Instagram in an entirely new way.

How it works. Categories in the grid, products in the tags

The Ikea_ps_2014 Instagram account serves as the campaign website. Each post represents a product category like benches or tables. When you tap a category image, hidden tags reveal “links” to the products within that category.

Every one of the 34 items in the collection also receives its own Instagram account. For example ps_laptop_station and ps_side_table.

Why it matters. An app used beyond its intended design

The Instagram app is certainly never meant to be an Ikea catalog website. This innovative use has roots in previous brand campaigns that treat the feed as an interface, not just a stream of posts.

Where it connects. Earlier “feed as experience” examples

Earlier this year, Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300%.

Similarly, the Toronto Silent Film Festival turned its feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.

A few fast answers before you act

What is the Ikea PS 2014 Instagram website?
A campaign that uses an Instagram account as a navigable catalog, where grid posts act as categories and tags act as links to product accounts.

How do people navigate it?
Users tap category images in the grid, reveal hidden tags, and jump to specific product pages inside Instagram.

What is the key execution detail?
Each PS 2014 product gets its own Instagram account, so exploration happens via Instagram’s native follow, view, and tag behaviors.

Why does this work on mobile?
It uses a familiar mobile habit. Browsing a feed. Then turns it into structured discovery without forcing users into a new interface.

What is the transferable pattern?
Treat platform constraints as UI elements. Build navigation out of what the platform already provides instead of fighting it.

Drone-vertising

Unmanned aircrafts have been used to carry out military strikes, to film weddings and someday will even be used someday to deliver products from companies like Amazon, Netflix, Francesco’s Pizzeria and Flower Delivery Express.

Until the legalities of commercial use are cleared up by the local governments, companies in Russia and Brazil have gone ahead and created the first of their kind drone-vertising campaigns…

As ordinary advertising channels continue to be congested, Russian creative agency Hungry Boys used drones to advertise noodle company Wokker.

Wokker banners were attached to drones and launched around high-rise business buildings in Moscow’s financial district, drawing the attention of hundreds of people as they flew past office windows. This resulted in deliveries in the campaigned area to go up by 40%.

Brazil

Cup Noodles, the instant ramen noodles snack from Nissin-Ajinomoto, is being promoted in Brazil with the launch of drones with cows, chickens, corn cobs and shrimps. The two and a half minute film created by Dentsu Brazil for the brands online campaign, uses drones to take the instant noodles to surfers, skateboarders and highline walkers as they practice their sport.

Adidas Boost

Adidas is using its new Boost technology. Built around returning energy to runners. To promote it, TBWA\Moscow created a running project that does something surprisingly literal. It turns running energy into electricity to light up a stadium.

The project is called “Charge the city with the energy of running”. It covers four races. Adidas Energy Run, Autumn Thunder, Color Run and the Moscow Marathon. Runners are given mobile generators that transform kinetic energy into electricity. The collected energy from hundreds of runners is then channeled to illuminate a stadium in Protvino. A town whose stadium has had no light since 1984.

Why this works as a product story

The benefit claim behind Boost is “energy return”. This activation makes that claim physical. You do not just hear about energy. You see it converted. Stored. And used for something meaningful.

Why the race selection matters

By spanning multiple races, the idea scales naturally. More events means more runners. More runners means more energy. The story gets stronger with participation, and every participant can feel like they contributed to a shared output.

What to borrow for brand activations

Make the product promise measurable. Convert the benefit into something people can see and count.
Build a shared outcome. Lighting a stadium is a clear “we did this together” moment.
Use participation as media. The crowd is not an audience. The crowd is the engine.

A few fast answers before you act

What is Adidas Boost in this context?
A running-shoe technology positioned around returning energy to runners, promoted here via a real-world energy-generation project.

What was the “Charge the city with the energy of running” project?
A TBWA\Moscow activation where runners used mobile generators to convert kinetic energy into electricity to light a stadium in Protvino.

Which races were included?
Adidas Energy Run, Autumn Thunder, Color Run and the Moscow Marathon.

What was the impact point in Protvino?
The collected electricity was used to illuminate a stadium that had no light since 1984.

Why is this a strong marketing mechanic?
Because it turns the product promise into visible proof, and makes participation create the outcome.