The JĂ„TTELIK series consists of a textile collection that is aimed primarily at smaller children and their parents. The challenge here was to draw the attention of all IKEA's 170,000 employees to the new products so that they feel motivated to sell the products to customers. To achieve this, we needed to create an internal campaign that easily sticks in the memory of the staff and that makes them want to share with customers and people in their vicinity.