IKEA’s price tag has become a distinctive feature of its advertising, highlighting the value of its products. Now Åkestam Holst NoA and IKEA Sweden have given it a new role. Instead of showing the products themselves, IKEA lets its famous price tags take centre stage, turning them into storytellers about life’s changes.
The new platform, Wherever Life Goes, highlights how the brand can support people through all kinds of changes, big and small, by making the home adapt along with life.
“Life changes constantly. We move in together, apart, have children, change jobs or discover new hobbies. No matter what happens, the home should be able to keep up. With this campaign, we want to show how IKEA can be a reliable companion through life’s changes,” stateds Jonas Westberg, marketing communications leader, IKEA Sweden.
“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. A kiss is just a kiss, but it can also be the start of a relationship that means your home needs to adapt,” added Michal Sitkiewicz, art director, Åkestam Holst NoA.
Credits:
Client: IKEA
Marketing Communications Leader: Jonas Westberg
Marketing Communications Specialists: Amanda Birch-Jensen & Maria van Stralendorff
Country Marketing Manager: Marijke de Laat
Integrated Media Leaders: Sanna Green & Emmeli René
Creative Agency: Åkestam Holst NoA
Creative Director: Daniel Vaccino
Art Directors: Michal Sitkiewicz & Eva Wallmark
Copywriter: Rickard Beskow
Client Director: Sophia Wattjersson
Chief Strategy Officer: Jerker Winther
Strategist: Stina Hansson Stålbröst
Agency Producer: Leila Widgren
Account Manager: Anna Nollendorfs
Content Creatives: Mirjana Stanisic & Mira Ekman
Social Creative Strategist: Rosanna Hagald
Graphic Designers: Erika Nyström, Marie Wanberg & Anna Forsberg
Motion: Pellen Wegler
Director: Torbjörn Martin
Production Company: B-Reel Films
DOP: Sophia Olsson
Photographer: Therese Öhrvall
Photography Studio: Ohme
