By my calculations, I’ve participated in at least 50 different new business pitches. This one, while I was at Euro RSCG Worldwide, was for IKEA’s advertising business. The concept was to create a flatpack “do-it-yourself” commercial (“Kommersiell” in Swedish) that showcased our agency’s capabilities in a fun and humorous way. This flatpack included all the standard IKEA components, including instructions, parts and the ubiquitous Allen wrench. I was responsible for sourcing and producing all the materials, right down to the heat-sealed bags for parts. I also designed and produced a small microsite that featured sample “do-it-yourself” video adverts.