Integrated Campaigns

IKEA

Your first apartment, with a little help from home.

Concept execution

Night one. Flat-pack boxes, a laptop playing home, and a room that isn't a room yet.

The brief / 02

A back-to-school campaign for international students furnishing their first home abroad.

Integrated CampaignsStrategy / Concept / Creative directionExplore the work / 7 images ↓

01Challenge

International students arrive with two suitcases and an empty room. Furnishing it in a new country, in a second language, is lonely work.

IKEA Home It Is the Best Place in the World street — OOH · Concept executionOOH · "Home. It's the best place in the world." "Make room for life." IKEA's promise, on the street. The campaign's job is to make it personal for someone 8,000 miles from home.

IKEA Make Room for Life bus shelter poster — OOH · Concept executionOOH · "Home. It's the best place in the world." "Make room for life." IKEA's promise, on the street. The campaign's job is to make it personal for someone 8,000 miles from home.

02Insight

When you move far from home, every piece of furniture comes with your mother's voice in your head.

IKEA first apartment showroom with bed, desk and sofa — Concept executionA First Apartment room set, in store. Desk, bed, shelf, and a tag on each with one line of advice.

03Concept

First Apartment. Every piece comes with the advice a mother would give: sit up straight at your desk, don't eat in bed, call home. IKEA becomes the familiar voice in an unfamiliar city.

IKEA red clock, lamps and everyday household objects on colorful backgrounds — Supplied visual referenceIKEA's everyday furniture and accessories, for reference. The First Apartment concept works within this existing range.

IKEA chairs, storage baskets and furniture references — Supplied visual referenceIKEA's furniture and storage, for reference. Familiar pieces for a first room.

IKEA product collage with a red clock, blue seat, green lamp — Supplied visual referenceThe clock's tag: "Call home. It's morning there."

Why it works

IKEA already sells the idea of home. For students far from home, a mother's advice is what makes a room feel like home, so the furniture carries it.

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