IKEA Hidden Tags
Award: Graphite Pencil
Graphite Pencil / Direct / Acquisition & Retention / 2025
Anyone who has assembled an IKEA product has probably noticed a small hidden tag. Most people ignore it, as these tags remain out of sight after assembly. But what many don’t realize is that each tag contains valuable information like its birth date. With this data, we can calculate the age of any IKEA item.
So, we challenged the entire country to hunt for hidden tags on the IKEA furniture in their homes. Participants were invited to find, photograph, and send us their tags as part of our quest to discover the oldest piece of IKEA furniture in Portugal.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.