IKEA "The Chair"

  • Karl Wolfgang Epple
  • Marie-Therese Humer

IKEA has always been part of our everyday lives. To promote their affordable products, we put a common habit everyone identifies with in the spotlight. Everyone owns a particular chair they simply throw all their stuff at. The clothes are too dirty for the closet, but too clean for the laundry? — Welcome to the chair! The funny thing is: If the chair is covered with all the stuff, you can’t really see it anymore. So here’s the idea: Why spend a lot of money on a designer chair when you can’t even see it? Just buy a cheaper alternative. A chair like Odger, Tobias or Svenbertil — from IKEA.

  • The campaign won Cannes Lions Silver in 2018.

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  • IKEA UK logo

    IKEA UK

    • Interior Design
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