NoA Åkestam Holst’s creative ingenuity has made a bag campaign fascinating. The campaign for IKEA’s FRAKTA bag presents scenes from life – viewed from the bottom of the bag.
FRAKTA Point Of You underlines the bag’s unending usefulness. For over 30 years FRAKTA has been Sweden’s preferred way to go, when on the go. The blue bag is a symbol of carrying on with everyday life, in any given situation. Picnics, parties, laundry, beach-days, work-stuff, or just grabbing that last-second stuff for your last-minute-flight. NoA Åkestam Holst could have built a campaign showing people and the bag in all those scenarios. But the expected is never as powerful as something that’s never been done before. It could have run a fashion-y campaign featuring the bag. Also done before (granted FRAKTA is atypical in the world of fashion).
The agency did focus on the person rather than the product, but capturing recognisable snapshots of everyday life in a unique way and with minimal embellishment, connecting with audiences in a very new way.
”Working with such a well-known product we figured that less is more, because FRAKTA is always FRAKTA. No need to scream and shout,” stated Björn Lindén, art director at NoA Åkestam Holst. That pared back style follows last fall´s launch of the concept, Wherever life goes, widely praised for its minimalistic approach.
FRAKTA Point Of You will be live for four weeks during Swedish springtime. The national (Swedish) campaign is running in OOH, DOOH and print.
Credits:
Agency: NoA Åkestam Holst
Art Directors: Björn Lindén & Lisa Vaccino,
Copywriter: Ida Backman
Creative Director: Daniel Vaccino
Junior Producer: Amanda Karolak
Producer: Hanna Yngvell
Account Manager: Anna Nollendorfs
Social Creative Strategist: Rosanna Hagald
Graphic Designers: Erika Nyström & Ville Askelöf
Creative Designer: Sofia Bergvall
Client Directors: Sophia Wattjersson & Annika Åhlund
Strategist: Stina Hansson Stålbröst
Photography & Retouching: Bsmart
Client: IKEA
Marketing Communication Leader: Jonas Westberg
Integrated Media Leader: Emmeli René
Country Marketing Manager: Marijke De Laat
