Going through a major life change? It’s worth IKEA points. IKEA Sweden is extending its campaign, Wherever life goes, that highlights the many changes people go through in life – by turning them into rewards.

Life is constantly evolving, and as it does, homes need to keep up. In the clever new initiative, IKEA Family members in Sweden can register a life change they are experiencing and receive IKEA Family points to use on home furnishing solutions.

On IKEA.se/poäng, members can choose from 21 different life-change categories and submit proof that they are going through one of them. Once approved, points are added directly to their IKEA Family account, helping them update their homes to match new needs.

Examples of life changes include:

• Got dumped? Submit the breakup text and get points for a comfort blanket.

• Broke your leg? Submit a photo of your cast and get points for a bed tray.

• Newly married? Submit your wedding photo and get points for a matching set of bed lamps.

Credits:
Client: IKEA Sweden
Marketing Communication Leader: Jonas Westberg
Country Loyalty Leader: Cecilia Ridemar

Creative Agency: NoA Åkestam Holst
Art Directors: Eva Wallmark, Michal Sitkiewicz, Joakim Estemar & Erik Nordenankar
Copywriters: Rickard Beskow & Petter Nylind
Creative Director: Daniel Vaccino
Regi/Motion Creative: Lukas Östlund
Creative Designer: Sara Bellafesta
Chief Strategy Officer: Jerker Winther
Strategist: Stina Hansson Stålbröst
Account Director: Sophia Wattjersson
Producer: Hanna Yngvell
Account Manager: Anna Nollendorfs
Artwork: Marie Wanberg
Photographer: Daniel von Malmborg
DoP: André Löwenbrååt
Social Creative Strategist: Rosanna Hagald
PR: Simon Le Pluart