Nothing to see here
An IKEA secret that’s too good to share.
What’s better than finding a great bargain? Being the only one who knows about it. To launch IKEA’s biggest sale this year, we wanted to be so loud that people had to stretch to keep it to themselves.
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IKEA Australia hasn't launched a film in seven years.
But, we have been louder and louder when it comes to the IKEA Sale — building on a global visual sale language centred on clarity, transparency, and of course, our iconic yellow FRAKTA bag.
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IKEA's yellow sale visuals are hard working, and work well.
They didn't want to change the way we communicate sale, but were looking for a fun and light-hearted campaign that could exist around IKEA global's yellow Sale posters.
The right answer would need to be flexible, modular, and timeless — with plenty of room to evolve over the next few years.
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Deals you’ll want to keep to yourself.
The deals available at this year’s IKEA sale are so good, you’ll go out of your way to keep everyone else from finding out about it.
The Film
15” TV
15” YouTube
Sale Posters
Beyond the main film, we had an opportunity to create a moment of surprise and delight with our traditional IKEA Sale posters. These hard-working tactical touchpoints are an extremely visible part of every IKEA Sale around the world, but now, we wanted people to hide them.
Digital OOH
Agency – Havas Host
Director – Arundati Thandur
Creative Idea & Execution – Jay Lee (Copy), Anastasia Simone (Art), Sebastian Vizor (ECD), Pete Sherrah (ACD)