In 2015 we launched a campaign for IKEA Netherlands about how IKEA can reduce marital fights by cleaning up your clothes. Next to this I came up with an innovative activation and expand IKEA's reach digitally: introducing over 100 IKEA emoticons, illustrated by Sue Doeksen. Emoji's where only available since 2013, so they where relatively new back then, so it created a PR wildfire worldwide!
The smartphone app aims to revamp communication between friends and family by offering roommates, partners and siblings the chance to visually tell each other about their clothes and rubbisch lying around. Has your husband left a mess on the ‘lack’ table? Did you brother make the ketchup stain on the living room’s ‘klippan’ couch? Has your daughter hung up her laundry from the ‘mulig’ yet? — ‘it’s simply impossible to feel offended if you tell some one to clean up if you say it with IKEA emoticons. And of course we added some famous IKEA (vegan) meatballs in the mix :)