IKEA
Digital Campaign
Insight: Life is not about completing the puzzle, or finding the final piece; it’s about the building experience.
Concept: Whether you’re adding more shelves to your BILLY bookcase to make space for Grandpa’s album records he left behind for you, or taking out your old college BALKARP sleeper sofa and replacing it with your MORABO sectional before you marry the love of your life, IKEA provides the pieces essential to help you connect and build out your life no matter what stage you’re in.
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IDEA: IKEA helps you build your life.
manifesto
Without you, we are but aisles and aisles of products.
A chair. A lamp. A bed.
Scattered puzzle pieces.
Sitting still. Stories waiting to be told.
Waiting for someone like you.
To pick up the pieces.
To create room for new memories to live.
To shine a light in a dark corner.
To share your space with a new love.
To build your life.
We have one job.
And that is to give you the pieces,
But something special happens when you put them together.
You create meaning.
Because it’s not about finding the final piece.
It’s about the journey of building.
Creating. Tearing down. And putting back together.
So build what you like.
And build without fear.
Because one piece always leads to another
And everything connects.
Just like life.
Ikea: Build Your Life
To tie in the campaign's message, we will do a series of sponsored ads on social media (that are interactive) to show the users how IKEA furniture adds to their life, just like pieces to a puzzle.
social
pr stunt
We know sometimes life is about adding new pieces. Just because you found your dresser when you went to college doesn't mean it'll fit your home (or your aesthetic) in the next chapter of your life.
This is when IKEA: BUILD YOUR LIFE will create pop-up's in major cities, where space can often be hard to find but people looking to build out their lives can now use the help of IKEA experts, along with a sprinkle of imagination. All without driving the long distances to your nearest IKEA.
Customers can either jump-in virtually on the IKEA app to the BUILDING BLOCK POP-UP or show up in-person and start their building journey. Builders are encouraged to continue using what IKEA products they may already have in their homes and experts will suggest new ways to build on them, dissemble pieces to create new pieces or even ask you to turn in a few products in exchange for better pieces to add to your life, which in turn is better for you and our Earth!
tv script
INT. slow walk-through IKEA store after-hours. Flash through different scenes. Empty. Dimly lit setting. Products sitting lifeless. Aisle after aisle.
Narrator: We become more than a product when we are chosen to give meaning in someone’s life.
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Camera pans over to couch on the showroom floor.
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Narrator: We may be just a couch in the store,
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Couch remains in the same spot, but the background store scene fades away, bringing to light a messy, but bright studio apartment with a male, in his young 20s, snoring away on the couch.
Narrator: but it’s the couch that fits perfectly in the corner of your studio apartment, where you like to cozy up to read your books but fall asleep in more than your bed.
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Scene dissolves to a chair in another showroom setting in IKEA.
Narrator: It’s just chair number 004.257.77,
Chair remains in the same spot, but the scene changes to a mother holding her child in the chair. The nursery is filled with warm lighting, walls decorated with clouds. Soft music plays.
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Narrator: but it’s the chair that fits in your daughter’s nursery where you’ll hold her through many sleepless nights.
Scene transitions into a lamp standing in the store. Bland. Cold.
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Narrator: It’s the tallest lamp you’ll find in the store,
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A hand turns on the lamp. The scene changes to a modern living room, an older woman sitting on a chaise reading her book. Camera zooms out to show the full couch with woman's partner sitting on the other side, watching their tv show unbothered by the light.​
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Narrator: but it’s the perfect light for tucking in behind your couch so you can still read and spend quality time with your partner who wants to finish one more episode.
Scene transitions into a rug, laying by itself surrounded by what feels like hundreds of other rugs. Colors don't pop, scene feels lonely. Camera zooms into the rug.
Narrator: It’s just another rug in our store
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Sun shines down on the rug, camera pans out and a french bulldog jumps on it to lay in the sun. Dog is surrounded by toys, it grabs one and leaps from the rug.​
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Narrator: but it’s your dog’s favorite thing in the house for sunbathing, chewing on its toy and using it for traction during his zoomies.
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Scene fades to white. IKEA logo appears with tagline.
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Narrator: IKEA. Build your life.
CW: Mary Wagner
AD: Emily Herringdine