Trapped in the 90’s

To celebrate IKEA’s 25th anniversary in Spain, we made a reality show called ‘Trapped in the 90s’, which featured six people living together 24/7 in a home designed before Ikea’s innovations were available. Six contestants from a generation that has never known life without IKEA were trapped in a house straight out of the 90s.

Trapped in the 90s’ is a unique campaign that brought together two different worlds: TV and advertising. McCann Spain in Madrid, worked with specialist reality show producers and writers to develop a particular language to meet IKEA’s needs and deliver a reality show with an engaging narrative style. We spent weeks casting the contestants, who were all born after 1996, when IKEA arrived in Spain. Everyone in the house was an influencer, which we knew would have a magnifying effect for the campaign. The biggest technical challenge was recreating a TV reality show style. The crew captured more than 100 hours of content at a special location, over a 5-day shoot, with more than 20 cameras.