In collaboration with Stockholm-based creative agency Åkestam Holst, IKEA is building its communications platform “Wherever Life Goes”, with a series of smart ads that highlight the products you need without showing them.
The campaign, based in Sweden, captures those unpredictable twists and turns – breakups, make-ups, babies, hobbies – and immortalizes those little moments that give a home a sense of life.
Speaking on this approach, Michal Sitkiewicz, art director at Åkestam Holst says: “There are many things that are iconic about Ikea, and the price tag is one of them. By letting something as simple as a price tag become a central part of the storytelling, we can capture the moments that lead to change and show how Ikea can support you through them.”
“From moving in together to finding a new hobby, IKEA wants to be there when life happens,” said IKEA Sweden’s marketing communications leader, Jonas Westberg, adding that no matter the milestone, the home should be able to keep up with “everyday shifts we all go through.”
Instead of glossy product photos, the campaign’s imagery relies on emotion and everyday realism. Close-ups of tears, laughter, and messy floors take precedence over furniture design, with the iconic price tag hanging on the front. The campaign’s delivery spans film, print, outdoor, radio, and social media.
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