The superimposition of the price on the images of Ikea products is one of the most iconic elements of the Swedish brand. But now it temporarily abandons its commercial function to assume a new role: to become the guiding thread of stories about life and its inevitable transformations. Under the motto “Wherever Life Goes”, the new campaign created by the agency Åkestam Holst NoA, presents the label as a reflection of those moments that require the home to evolve.

“Life is constantly changing. We move together, we separate, we have children, we change jobs or discover new hobbies. Whatever happens, the home must be able to accompany that movement”explains Jonas Westberg, Marketing Communications Leader at Ikea Sweden.

With this new brand platform, Ikea does not show furniture, but the type of everyday situations that change the way the domestic space is inhabited. Thus, prices appear on images of a kiss about to happen, the gestation of twins or the first steps of a baby.

For Michal Sitkiewicz, Art Director at Åkestam Holst NoA, this campaign allows a common symbol of the brand to be given new meaning: “A price tag is something simple, but it can capture the moment that gives rise to a change. A kiss can be just a kiss, or it can be the beginning of a relationship that forces you to rethink your house.”

The work is supported by careful production that includes audiovisual pieces and a led integrated media campaign. The visual narrative, the introspective tone and the delicate use of graphic design reinforce the intention to talk more about life than about furniture.

This strategic shift by Ikea towards a brand story that places people and their moments at the center, leaves the presence of the product in the background and, instead of reinforcing the catalog, the campaign focuses on the emotional dimension of everyday life and how to accompany the customer.