IKEA wanted to inspire more Norwegians to design their own dream kitchen using the IKEA Kitchen Planner.

Kitchens are high interest in Norway. IKEA sells more per capita here than anywhere else. Thousands of Norwegians are already using the Kitchen Planner daily. This leaves IKEA with lots of sketches stored on their servers. Many are brilliant. The idea of involving the consumer is a core IKEA value. And since so many Norwegians seem to be quite talented kitchen 'designers', it was in true IKEA spirit to bring them to the front of this campaign, to inspire others to follow in their footsteps. We picked 4 sketches and built the kitchens, then tracked down the people who designed them, and had them front our campaign, talking about their ideas, dreams and solutions.Where H&M use famous designers, it felt natural that IKEA should do a collaboration with the consumer.

Thousands of Norwegians are already using the Kitchen Planner daily. This leaves IKEA with lots of sketches of kitchen solutions, stored on their servers. And many are brilliant. Our idea was to take some of these sketches and show their quality to the world, to inspire others to realise their kitchen dreams. We picked 4 sketches from the vast archive and built the kitchens. Then we tracked down the people who designed them, and had them front our campaign as collab-designers, talking about their ideas, dreams and solutions.TV, banners and print ads worked as highly visual teaser elements in getting people into the microsite, and further to the Kitchen Planner.

The campaign is ongoing, and we are still awaiting final results. But reports show an increase both in Kitchen Planner activity and kitchen sales. The campaign has generated mass media coverage, especially in the 4 designers' respective hometowns.