IKEA - More Than Furniture

Let's remind people that IKEA sells more than furniture.

Tags: Guerrilla advertising, student/fictious work, 2011


Stickers for minced meat packages

We put these stickers on minced meat packages in super markets

We put these stickers on minced meat packages in super markets

Posters for picture frames

We printed these and put them in IKEA frames at art galleries.

We printed these and put them in IKEA frames at art galleries.

Post cards

Post cards

We put the post cards where they sell cards and in post offices.

We put the post cards where they sell cards and in post offices.


Behind the scenes of More Than Furniture

My role

My main responsibility was art direction, concept development and execution. 

Team

Duy Nguyen & Aleksander I. Dahl

Challenge

IKEA is mostly known for selling ready-to-assemble furniture.
How can we find a way to make people aware that IKEA is much more than that?

Insight

People tend to forget about the other things that IKEA sells.
IKEA is more of a lifestyle company rather than a furniture retailer.

The idea

Let’s remind people that IKEA is more than furniture by putting the well know assembly instructions where they least expect it. We also integrate IKEA products in the instructions so that people will be noted of things they might need at IKEA.