Life Is Not an IKEA Catalogue
Award: Graphite Pencil
Graphite Pencil / Film / Social Commercials 30 Seconds and Under / 2024
In the film, IKEA puked all over their own glossy universe in order to highlight just how their products are made to withstand everyday life.
By daring to show life in a more honest way, IKEA shifted its brand image from aspirational to relatable. IKEA was embraced as a rare brand that actually understood the realities of everyday life. Turns out a little bit of puke resulted in the best performing IKEA campaign ever tested in Norway – as well as all-time high visits to IKEA, both online and in-store, in the weeks following the campaign.
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