Six weeks before the 2018 Cannes Lions Festival, IKEA tasked four Wunderman Thompson offices to create an idea that would inspire and facilitate child’s play. The chosen creative would be debuted at Cannes.

My partner and I got to work. In a matter of two days, we created the winning concept: The IKEA Toy Box.

This mobile app uses augmented reality to help children turn excess cardboard into imaginative playthings. Now an ordinary IKEA box can turn into something magical. From a rocket ship to a race car to even a working robot, a child can bring a world of possibilities to life, all with a touch of a button.