IKEA SWEDEN CLEANS UP ITS ACT, IN A NEW OUTDOOR CAMPAIGN.

Everyone´s home is a mess – more or less. IKEA Sweden are now showcasing the best way to reset everyday life, in a literally tidy campaign.

Outdoor installations reveal “the other side” of things, by hiding the storage solution in plain sight –highlighting SAMLA as the hero without a cape. The storage boxes are filled with everything from toys to clothes, vintage records, half-finished kids’ drawings, electronics, and pretty much everything you can (or can´t) imagine – resembling a typical home on any given Sunday.

“The front of the billboards like any typical ad for home furnishing. But when you look again, there´s an honest twist. Everyday life is messy, then tidy, and then messy again. We think it´s nice to show both sides of the story”. Says Tiago Pinho, Art Director at NoA Åkestam Holst, IKEA’s lead creative
agency in Sweden.

Research from IKEA shows that 83 % of people in Sweden feel they have at least one room at home, that´s hard to keep tidy. The survey also lists the top 5 toughest spaces to keep organised according to Swedes.

1. The closet – 24 %
2. Garage/attic – 22 %
3. Kitchen counter – 22 %
4. Kitchen cupboards and drawers – 19 %
5. Bathroom– 19 %

“Keeping your home clean is always a battle, regardless of if it´s a small flat, a castle, or something in between. We wanted to remind people of our great storage boxes in an out-of-the-box way hopefully we can stop people in their tracks.” Says Jonas Westberg, Marketing communication leader at IKEA Sweden.

IKEA’s tidy billboards pop-up in major cities starting during the end of August. The campaign will also run in social and digital channels.

Source: IKEA Sweden

  IKEA Sweden, NoA Akestam Holst, Outdoor campaign, SAMLA