Swedish furniture retailer Ikea is looking to redefine DIY with a new ad campaign that offers a creative and cost-effective approach to common household imperfections.
Developed by London-based creative agency VML UK, ‘DIY by IKEA’ showcases the brand’s affordable product range as solutions for covering everyday household mishaps and wear and tear.
The work aims to offer a fresh perspective on home improvement during a time of rising repair costs, by using a series of before-and-after visuals to illustrate how IKEA’s design can transform common household eyesores into stylish features.
“We’ve always prided ourselves on making beautiful design accessible to everyone, and this campaign has that at its core,” said Carla Klumpenaar, general manager of marketing, communication, HF and Retail Design at Al-Futtaim Ikea.
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“We’re taking Ikea’s affordability to new heights: whether a permanent feature or temporary fix, home repairs that could typically cost hundreds (or thousands) can now be done for next-to-nothing.”
Launching this week, the work will run across multiple channels in the Middle East, including film, out-of-home, and print, supported by concerted YouTube pre-roll activity.
“When it comes to striking campaigns, it’s no secret that IKEA sets the bar incredibly high. Yet, this one is based in such a true insight. With rising living costs, people are getting more creative with home repairs. It’s simple, yet unmistakably IKEA,” said Juliana Paracencio, executive creative director at VML UK.
