Today's advertising sphere often revolves around loud design and wacky viral moments, rarely giving us a slice of earnest branding. Cutting through the noise is Ikea's new campaign, celebrating the intimate moments of life in its understated yet heartfelt ads.
Known for creating some of the best adverts, thanks to its stripped-back yet strong brand aesthetic, Ikea proves that minimalist design can be just as evocative as loud branding. Homely, relatable and genuine, Ikea's new campaign captures a slice of life atmosphere that stands out in its simplicity.
Created by Ikea Sweden in collaboration with creative agency Åkestam Holst NoA, the 'Wherever Life Goes' campaign positions the brand as a companion through life's intimate moments. A warm, close-up shot of a kiss is paired with a cheeky yet subtle price tag for the SÄBÖVIK double bed, while a teary-eyed zoom-in simply gestures to the DUNDERGUBBE moving box, positioning Ikea as a key part of life's narrative.
Spanning film, print, OOH, radio, and socials, the campaign plays on the universal moments of the mundane, transforming them into tender vignettes. “There are many things that are iconic about IKEA, and the price tag is one of them," says Michal Sitkiewicz, art director, Åkestam Holst NoA. "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."
For more ad inspiration, check out Ikea's ridiculous mattress ad or take a look at its new campaign that features a fowl surprise.
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