By Joe Foley
The furniture giant is coming clean.
Ikea recently caused furor with its racy Wicker furniture ad. Now it’s shown that it can also clean up after the mess.
The furniture giant surprised shoppers and commuters in its native Sweden with a series of ordinary-looking billboards that had a surprise hidden behind them. The clever OOH installation was designed to reveal the secret of every neat and tidy home: plastic packaging crates, and lots of them.
Ikea’s billboards sought to reveal “the other side” of tidy homes by hiding is storage solutions in plain sight. “Behind every tidy room, there’s a Samla,” reads the copy on the front of the billboard posters.
The ad was inspired by Ikea’s own research that found that 83% of people in Sweden feel they have at least one room at home that’s hard to keep tidy. The aim was to show that the mess can be contained.
“Keeping your home clean is always a battle, regardless of if it’s a small flat, a castle, or something in between. We wanted to remind people of our great storage boxes in an out-of-the-box way – hopefully we can stop people in their tracks,” Ikea Sweden’s marketing comms leader Jonas Westberg said.
Feature image credit: Ikea / NoA Åkestam Holst
By Joe Foley
Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.
