IKEA: Enduring everyday thinking
Katie Mackay and Kieran Bradshaw
Campaign details
Client: IKEAAgency: MotherBrand: IKEA
Summary
This paper is about finding new meaning and purpose in a brand we thought we knew inside out. And in so doing, discovering new significance in something we all take for granted: The Everyday.
Playing the wacky Swede in the UK for years, the IKEA had never been given its full worth. It remained fun or frustrating, depending on your point of view, but little else.
Years of successful, even award-wining work wasn't enough. The brand was in a...