The brief was to emotionally charge IKEA's new platform "Inspired by life" and prove it with IKEA's extensive product range. With unique OOH placements, we wanted to highlight IKEA’s role in everyone’s life in a way that everybody can identify with.

To promote the platform "Inspired by life", we wanted to show that IKEA is always the partner for your home when life changes. From the baby to the nursery, the first own flat, the marriage and baby bed to the pensioner's chair. Every time something changes in our lives, we do something for the first time. And surprisingly often IKEA is by our side with a fitting solution.

Several unique OOH placements displayed a whole life in the form of IKEA products since IKEA accompanies us throughout life and all the first times we experience.

Our unique billboards not only generated 2,6 million contacts in six major German cities with a gross media budget of 86.250,00 €, but the idea itself was also so powerful that it was organically shared on social media. User-generated content included a TikTok post with 1,4 million views and 127.000 likes as well as a LinkedIn post with over 300.000 impressions.

All the approval shows: we managed to strike at the heart of many and deliver an idea that no one could walk away from without smiling because they were caught reminiscing about an experience or imagining their future.

yes, it's larger.