IKEA Campaign Shows Its Catalogue Favourites Are More than Just Furniture

There are a million ways to describe your favourite IKEA piece. In the catalogues, IKEA includes only the simplest ones: TULLSTA is just an armchair, BEKVAM a humble step stool, NISSAFORS a trolley.

Yet in everyday life, all these pieces are anything but unremarkable. They become part of our stories. Their identities change according to who is using them, and in turn they give us endless possibilities to create and do more. The Newtons Laboratory's campaign highlights this truth by hacking the most recognisable of IKEA’s communication codes, its catalogue descriptions.

In the stories, TULLSTA serves not only as an armchair, but as a barricade for a teen who needs privacy in her room. NISSAFORS unlocks a girl’s imagination and becomes a symbol of love and care. BEKVAM gives you that little boost you need to reach higher, literally and metaphorically. In short, we see that IKEA pieces expand far from their catalogue descriptions and are made to be used widely.