Influenced by media we tend to think we must follow trends. IKEA disagrees and believes you must take life in own hands: design your own life. In October, IKEA declared ‘Everyone = designer’. This recognition of creativity is interesting because it’s precisely the combination of your own ingenuity with that of IKEA that creates personalised interior designs. As great designers wear designer glasses, the opportunity was created for everyone, by simply putting on glasses! By massively spreading designer glasses with the statement, IKEA makes everyone a designer.‘Everyone = designer’ builds a solid basis for future activation campaigns

The campaign started with a PR drive and event to lend weight to the declaration ‘Everyone = designer’. Then campaign took off and the statement was powerfully supported by bus stop advertising, toiletvertising, online advertising and fly posting. Black designer glasses appeared everywhere in the streets. 5 million glasses were distributed. IKEA FAMILY Members were given the first opportunity to download the glasses via an e-dm. In addition, house-to-house distribution and the Boomerang network were used. Designers were challenged to photograph themselves as designer and place it on designyourownlife.nl, where they were also asked to give their view on design.

Within two weeks the glasses created real media frenzy and a huge buzz throughout the Netherlands. From all over stories popped-up of pubs filled with people wearing the designer glasses. The campaign has contributed to building an emotional bond with the IKEA brand and products. In a few weeks, millions of Dutch were declared designers and half a million designers took a look at designyourownlife.nl. Furthermore, the campaign has set a good fundamental for future campaigns.