IKEA Eftertrada: Style for all

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

Campaign details

Brand: IKEA Eftertrada Brand owner: IKEA Singapore Agency: TBWA\Singapore Market: Singapore Sector: Furniture & furnishings retail Media channels: Social media Budget: Up to 500k

Executive summary

Streetwear brands are notorious for exclusivity and limited edition drops, but IKEA wanted to prove that great style can be for everyone. Creating a street style 'look book' with an unexpected twist, we cast Singapore's coolest 'glam-mas' and 'glam-p