Once COVID hit, our world was limited to where we lived. The hardest hit were urbanites living in condominiums who owned so much clutter but were unable to renovate or move out. They simply needed more room. IKEA’s mission is to create a better every day by providing furniture storage solutions during hard times.

The ad creatively twists the consumer’s mindset of unboxing equals more items and more clutter to unboxing IKEA equals more free space. It symbolically utilizes the box opening to reveal floor tiles found in the bedroom, kitchen, and bathroom while providing the best-seller storage names to match each room. IKEA strategically placed the ad from the outdoor billboards before entering the cargo area at checkout as a final trigger– a reminder that more storage space is right in front of you, the solution to more room and better living.