Is it just me, or do the walls seem to be closing in just a few inches more with each passing week in quarantine?
(Also isn't it weird how everything we say now sounds like a journal entry from a dystopian sci-fi novel?)
For those with kids at home, it's been an especially hectic time, and I can say from very direct experience that kids are straight-up running out of things to do that don't involve destruction or descents into screaming fits.
So I have to give Ikea Russia (by way of agency Instinct) some real credit here for coming up with a line of instructions for assembling indoor forts out of blankets, pillows and a variety of other common household items.
While it's unlikely many folks will follow the instructions to the letter, the campaign is a great example of helping spark ideas for parents while also just conveying empathy around the shared experience of being stuck at home for so long.
Check out all six designs for the Ikea forts, and fellow parents, let me know what effective ways you've found at keeping kids occupied. Seriously. No I really need the advice. Please.
Yours in crowded isolation,
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
