For 37 years, IKEA has been known for its low prices. Non-customers therefore see IKEA as cheap and not high-quality. Because they don't know the story behind IKEA, they don't consider IKEA when looking for a stylish, high-quality couch. Therefore we created story-telling concept: 'Attention makes everything beautiful'. Therefore we created a serie of commercials centered around real IKEA product developers, like Lotte below, telling the real story behind their products and their vision at IKEA.

During my time at Lemz I created many concepts around this big idea. After the success of the 'Aandacht maakt alles mooier' campaign, IKEA wanted to bring back the wonder for their brand. And I especially loved created our 'Charging' campaign, with the aim to show how IKEA helps the many to improve their quality of sleep. Our approach: don’t focus on the bed, but focus on the whole bedroom. Because everyone knows - Tidy Room Tidy Mind. The idea? At the end of the day we recharge all of our batteries. We tend to forget the most important one: ourselves.

Year
2015-2017

Client
IKEA

Made at
LEMZ

Role
Creative / Sr. Art Director

With
Sander van de Vlasakker,
Peter de Lange, Pepijn Rooijens,
Merien Kunst, Remco Marinus