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IKEA
NOT AS HARD
AS IT COULD BE
Print Campaign
2017
With .1% alcohol content, IKEA Cider Äpple is notably softer than its hard cider counterparts. By softening traditionally hard aesthetics — tattoo sleeves, leather jackets, motorcycle helmets— we comically position Cider Äpple as the soft apple cider.
Client: IKEA
Product: IKEA Cider Äpple
CW: Lily Zacharias
Role: Concept, Art Direction, Photography, Photo Editing
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