Situation:

In the aftermath of the pandemic, IKEA has seen both a lack of raw materials and challenges with delivery times, which made it harder to advertise the products.

Brief:

Show that IKEA is still relevant despite the ongoing challenge with "out of stock products".

Objectives:

Prove that IKEA knows "life at home" for the many people.

Please see the attached pdf for full english translation of The Name Catalogue.

The campaign heavily relies on the copywriting in The Name Catalogue, which is based on imagery and product names from the IKEA museum catalogues. Over 15,000 pages of old catalogues were manually scanned to find suitable products, each of which received a unique written description based on its qualities.

The copy in the catalogue employs textual tools such as humor, puns, and metaphors to entertain the reader from the very first page to the very last. Given that the catalogue includes more than 800 names, it is remarkable how much work went into crafting unique descriptions for each name and product.

For more than 70 years, IKEA has used common Scandinavian names on its product line, and Norwegians are well aware of this fact. Many of the IKEA product names have become quite famous, such as the Billy shelf, which is one of IKEA's most popular products.

Despite this fact being well-known, no one knew that the name bank had grown to include more than 800 different names.

Despite the common trend of delaying childbirth during times of crisis, the pandemic proved to be an exception in Norway. With lockdowns and quarantines confining couples to their homes, the lack of distractions and abundance of time resulted in a surge of baby-making.