Ikea’s got you. ‘Til Hell freezes over.

Objective:

To get young adults living in their first apartments to see IKEA as the brand that brings beautiful and easy solutions to their everyday struggles living in a comically small space.

Execution: 

Print ads that showcase relatable messy, unorganized scenarios that could be fixed with the help of IKEA.

Photography by Maya Fuhr.

A cluttered room with a blonde woman in a leopard print and red blouse surrounded by trash and junk, with a large text overlay saying, "HELLO, IS THE 'JUNK CORNER.'" and a smaller text at the bottom right corner that says, "WE'VE GOT YOU, 'TIL HELL FREEZES OVER."
The image shows a cluttered room with various clothes, bags, and bottles on a table. There is a woman with long blonde hair lying on a bed, wearing a gray striped shirt and a red jacket. Overlaid on the image is large black text that says, 'HELLO YOUR 300 SQ FT APARTMENT AFTER A NIGHT OUT.' In the bottom right corner, there is an IKEA logo with the caption, 'WE'VE GOT YOU. 'TIL HELL FREEZES OVER.'
Poster with the message "Hello, your clothes pouring out of the dresser" over a cluttered room with a woman sitting among scattered items.

Experiential: The Ikea Escape Room

Three photos showing messy, cluttered rooms with disorganized belongings, including clothes, books, and household items.
Red poster advertising a pop-up IKEA escape room event in NYC and LA, featuring a messy apartment simulation with deconstructed IKEA storage items, with images of various IKEA products and estimated assembly times.

Social: Ikea X @boyroomshow

A digital visual with the IKEA logo on the left, a red 'X' in the center, and a photograph of a cluttered boy's room with a yellow 'Boy Room' road sign over it on the right. The word 'SOCIAL' is at the top, and at the bottom, the text reads 'IKEA X BOY ROOMS'.
A social media post featuring a cluttered boy's bedroom with unmade bed, clothes and objects scattered around. Overlaid text reads: "ISO: THE MESSIEST, MOST TRAGIC BOY ROOMS." The left side has a red background with black text discussing the messy boy's rooms in various cities and how Ikea products can transform such spaces.