Ever covered a wine stain with a strategically placed rug? A crack in a wall with a picture? VML and IKEA have turned a very relatable instinct into a very clever, very funny campaign that understands human thinking. It presents IKEA’s affordable product range as ingenious solutions for covering everyday household mishaps and wear and tear.
Instead of expensive repairs, IKEA & VML are championing a brilliantly simple alternative – just “IKEA it”. The new campaign, DIY by IKEA, shows how IKEA’s affordable pieces can transform everyday household disasters into design features – all while saving consumers from sky-high repair costs.
The campaign includes some striking visuals of genius before-and-after transformations that transform common eyesores into stylish features and will make you wonder why you ever considered calling a handyman.
The campaign, set to roll out across the UAE, Qatar, Egypt, and Oman in April 2025, presents a fresh perspective on home improvement during a time of rising repair costs. Building materials across the region are expected to rise 10-15% in the next 12 months, while the cost of home improvements has already been suggested to have increased by 5-10%.
“We’ve always prided ourselves on making beautiful design accessible to everyone, and this campaign has that at its core,” stated Carla Klumpenaar, general manager of marketing, communication, home furnishing and retail design at Al-Futtaim IKEA. “We’re taking IKEA’s affordability to new heights: whether a permanent feature or temporary fix, home repairs that could typically cost hundreds (or thousands!) can now be done for next-to-nothing.”
The full campaign’s minimalist aesthetic is running across film, out-of-home, and print. In a strategic move, IKEA is also targeting homeowners at key decision-making moments, with pre-roll ads appearing before DIY YouTube videos.
“When it comes to striking campaigns, it’s no secret that IKEA sets the bar incredibly high. Yet, this one is based in such a true insight. With rising living costs, people are getting more creative with home repairs. It’s simple, yet unmistakably IKEA,” stated Juliana Paracencio, executive creative director at VML UK.
Credits:
Client: IKEA
GM of Marketing, Comms, HF and Retail Design: Carla Klumpenaar
Regional Marketing Manager: Dina Sahhar
Regional Marketing Specialist: Mohamed Maihoub
Regional Digital Marketing Leader: Jay Quadras
Agency: VML UK
Chief Creative Director: Ryan McManus
Executive Creative Director: Juliana Paracencio
Copywriter: Zebedee Devey Waterhouse
Art Director: Jasper McIver
Senior Designer: Monica Yuri
Arabic Writer: Karim Sherif
Assistant Editor: Daryl Yeoman
Producer: Ed Webster
Project Manager: Jon Dewart
Retouching: Bruno Rodrigo de Miranda
Production Company: Curious Productions
Director & Photographer: Dan Humphries
Editor: Mike Peters
Retouching: Clive Biley
Colourist: Rob Lanario
Styling: Kat Perry
HMUA: Charlotte Gaskell
Sound Design: Gramercy Park Studios
Sound Designer: John Morgan
Production Design: The Set Guys
Additional Post: Absolute
