IKEA was preparing to open its first store in Belgrade, Serbia, and, given the need to recruit a large number of future employees, decided to launch a PR campaign to promote both job opportunities and its upcoming presence in the city, as well as to strengthen its relationship with the local community.

We were tasked with creating a redefined press package, which included a personalized letter to the press and a gift, all thoughtfully packaged in a box - either custom-made or using an IKEA product.

The project unfolded in two phases: the first focused on communicating employment opportunities, while the second announced the completion of the store project and IKEA’s official arrival in Belgrade.