IKEA: How we prevented the end of the world ending The Wonderful Everyday

Retailer IKEA used a research-focused approach to reposition its Wonderful Everyday brand platform, globally, prompted by COVID-19 and audience concerns about climate change.

By 2019 IKEA UK's campaign platform, The Wonderful Everyday, had proven its worth in helping solve range issues, store openings, and commercial calendar needs. Then big world threats of climate change, Covid and growing mental health problems came knocking. Neither Wonderful nor Everyday, the validity of the platform was rightly called into question.

To address the new threats along with the questions they posed, we showed how rethinking everyday behaviour in the home could stretch from solving storage and sleep problems to solving big environmental and societal ones too.

This approach gave the brand the right to show up at...

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