IKEA Puts Affordable Design at its Centre for 'The Giving Bag' Film

For decades, IKEA has offered well-designed, durable, affordable, and sustainable home furnishings to people with big dreams and tight budgets. With a rising share of Americans grappling with cost-of-living increases, IKEA USA is reminding consumers that achieving style and smart design on a budget is easier than it seems. With the introduction of a new brand platform, 'Affordable Design. Endless Possibilities,' IKEA is highlighting the power of affordable design and how everyone can furnish their space with sustainable, well-designed products from IKEA – without putting their finances and future in jeopardy.  

The platform is launching with the hero film, 'The Giving Bag,' which will be featured across TV, digital, and social. The film tells the story of a family moving into a new, smaller home and shows a young boy experiencing the magic of affordable design through a classic, blue IKEA FRAKTA bag that just keeps giving! 

The spot was created by Ogilvy New York and shot by acclaimed director and storyteller Ewurakua Dawson-Amoah and Greenpoint Pictures. 

Christine Whitehawk, IKEA US external communications manager, said, “You shouldn't have to sacrifice anything for a low price. IKEA offers low prices with meaning – our goal is for everyone to have access to beautiful, functional design, sustainable solutions, and products that are made to last. When everyone is able to build a better life at home, and choose inspiration at any price point, we’re on the right track.”  

Cara Cordrey, IKEA US external communications specialist, noted, “With inflation hitting Americans hard, affordability is top of mind for all of us. But IKEA has always strived to be an ally for those with tighter budgets. We wanted to create a platform that aligned with our values and could inspire people, even now.”  

Fanny Josefsson, creative director at Ogilvy New York, added, “Everyone knows the feeling of walking into a new home and putting the bag down. It’s a feeling of possibility and hope, but it’s scary too, now more than ever. The blue IKEA FRAKTA bag is one of the most recognisable, iconic pieces in the store. People use it for everything! We wanted to use the bag as a symbol of the possibilities that affordability brings. What does that look like through the eyes of a child?  

What really excites us about working with IKEA is that the brand, on all levels of the organisation, truly believes in and lives its values. In the first instalment of the campaign, 'The Giving Bag,' the big blue bag becomes a conductor for magic, offering up all kinds of products and helping this family build their new home. Ultimately, we wanted to celebrate the spirit of IKEA, and we’re going to continue to do so with activations and other types of content over the coming months.  

We’re so grateful to Ewurakua Amoah-Dawson and Greenpoint Pictures for helping us bring this piece to life. It was a labour of love and so fun to shoot. Our hero, Eli King, who plays the kid in the spot, really shone on set and it just took off from there.”