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IKEA — THE LIFE IMPROVEMENT STORE

unlike europe, where ikea has been a household name for generations, ikea usa was not entirely trusted. people were hesitant to drive out of their way, for furniture they’d have to assemble themselves, with weird names, unusual designs, and only meatballs to sustain themselves. ikea's mission is simple: ‘create a better everyday life for the many people.’ so our new brand platform was equally simple: ‘the life improvement store.’ our first campaign (‘made by the johnsons’) featured a variety of families and households, discussing their needs and altering reality to their will. we wanted to showcase the furniture (if people actually see it and realize it’s quality, half the work is done) and keep some of the famous ikea personality in the spots. we sent out a warm-the-door email to launch the 2010 catalog. nothing special, except we gave it a little twist: by personalizing the front cover, people were intrigued and clicked through. the email got some attention around the web. (the little arrow comes from the woman who so kindly posted it to her blog.

Project Roles
Copywriter, Creative Director
Company
Ogilvy
Skills
Copywriting, Creative Direction
Media
Advertising
Project Industries
Lifestyle, Retail
IKEA — THE LIFE IMPROVEMENT STORE