The Intersection of Innovation and Viral Moments at Cannes Lions
At this year’s Cannes Lions International Festival of Creativity, the focus was on how brands are adapting to a rapidly evolving media landscape. This landscape is increasingly influenced by artificial intelligence (AI), internet culture, and the unpredictable nature of viral moments that can capture global attention in an instant.
Among the industry leaders present was Dorothée Gardon, the Global Marketing Strategy & Integrated Media Director at IKEA. She shared insights with Euronews Culture on how the company is navigating innovation, affordability, and the world of viral content in an ever-changing environment.
A Surprising Viral Moment: Punch the Monkey
One of the most unexpected examples of this intersection occurred earlier this year when a tiny baby Japanese macaque named Punch went viral online after being filmed carrying an IKEA Djungelskog orangutan plush toy. Clips of Punch spread across the internet, accumulating millions of views and leading to a surge in sales of the toy in multiple markets.
IKEA seized the moment by creating its own viral social content around the event. In an interview with Euronews Culture, Gardon reflected on how the Swedish company balances innovation, affordability, and brand identity in a fast-moving media landscape—and how Punch the monkey unexpectedly brought global attention to the brand.
AI as an Opportunity, Not a Threat
Euronews Culture asked Gardon whether she sees artificial intelligence as a challenge or an opportunity for IKEA.
Gardon responded that AI is very much an opportunity. "The way we're looking at AI in IKEA, and we're still figuring it out what it means for us as a brand, but what we see is that it's a wonderful amplifier of our genuine creative talent," she said. "It can help us become much more efficient in everything we do."
She emphasized that IKEA is working with partners like Dentsu and internally to ensure they double down on capabilities that support creativity and efficiency. "We believe AI is wonderful at creating valuation, but it cannot replace the intelligence that comes from the human brain," she added.
Gardon also highlighted the importance of brand safety, noting that hallucinations can occur. "We need to ensure that from a brand safety perspective we are always on top of everything," she said.
Balancing Innovation and Affordability
IKEA has long been known for combining innovation with affordability. A key part of this strategy involves championing emerging designers and new talent. How does the company balance these priorities while maintaining its reputation for nurturing young creatives?
Gardon explained that the starting point for everything IKEA does is the designer. "When it comes to the creative content that we do, it always starts with the human brain," she said. "It always starts with ensuring that our teams are trained on representing the IKEA DNA—our playfulness, our simplicity, our twinkle in the eye."
She added that IKEA does not use AI as the starting point but rather as a tool to create personalization at scale.
Avoiding Overexposure
Is it possible for a global brand to have too much of a good thing? How does IKEA ensure it never becomes tired or loses its appeal?
Gardon stressed the importance of maintaining everyday low prices and remaining affordable. "We did choose from the very beginning of IKEA to be on the side of the people, the ones with a thin wallet," she said. "We do not want to compromise the quality, the design to enrich their life at home, but always as an affordable price."
In a world where inflation and rising energy costs are real concerns, IKEA remains committed to being on the side of the many.
The Punch Campaign: A Playful Moment
Of course, no conversation about IKEA would be complete without mentioning the famous monkey business involving Punch the monkey and his beloved IKEA plushie.
Gardon described the campaign as a wonderful example of how playful and talented the communications team is. "The post actually came from one of our social media team members. She literally filmed it behind the parking lot of our office," she said.
She noted that the campaign was a great example of tapping into a cultural moment while staying true to the brand. "But one of the things we always try to avoid is jumping on every single trend, because not every trend is relevant for our brand. It's about being smart and choosing the moments that genuinely align with our brand values and our identity."
Future Vision for IKEA
Looking ahead, Gardon shared her vision for IKEA over the next five years. "I work primarily in the media space, and what we're really focused on is continuing to expand the ways we amplify our brand and connect with more people."
She mentioned the importance of using insights from IKEA Family members in a privacy-safe way. "We're looking at how we can use these insights to enhance their experience, become more relevant to them, continue to expand the value that IKEA can bring to people's lives, and ultimately attract new customers."
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