Client
IKEA
Project
It's just IKEA
It's just IKEA
IKEA fits well with the Danish national character – for better or for worse. In the country that invented the Law of Jante, you’re not supposed to get too full of yourself. So when others praise us, we follow up with a modest reservation. It’s our slightly backhanded way of saying thank you: “I was just doing my job,” “It’s just something I quickly threw together,” “This dress – oh, it’s just an old rag.” And of course, “It’s just IKEA” – a phrase that already existed and was frequently used by Danes. So instead of trying to change the phrase, IKEA decided to embrace it and make it their own
55 in danish homes
We showcased IKEA’s presence in Danish homes while celebrating 55 years in Denmark since 1969, brought to life through five historical scenes.
Growth across brand KPIs
The impact was unmistakable, and the campaign moved the needle across all brand KPIs. Most notably, ‘Trust in the IKEA brand’ (Brand Trust) reached an index of 117, positive Impact an index of 114, and Purchase Intent (within the coming 12 months) an index of 110.
55 years with opportunities
A film capturing five snapshots in time from IKEA’s 55 years in Denmark: a living room from the 60s, a hallway from the 70s, a teenager’s room from the 80s, a moving day in the 90s, and a bedroom from today.
In each of these five scenes, a typical everyday moment unfolds – leading up to the familiar Danish apology.
Work
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IKEA
It’s just IKEA