IKEA Retail Campaign Invites You to Embrace Your Inner Rebel

IKEA Retail (Ingka Group), has kicked off the launch of its first ever global marketing campaign with a campaign created by global creative agency McCann, entitled “Do Try This at Home.” This is the first creative expression of the new creative idea for Ingka Group, called "Home can do it," that aims to show people that with IKEA, home can be an affordable driver of happiness, even amidst the cost-of-living crisis.    

IKEA Retail (Ingka Group) has made huge investments in order to lower prices that contribute to better homes for the many and the campaign demonstrates the organisation’s commitment to supporting consumers facing tough economic challenges this year.  

The campaign narrative uses a series of different taglines to encourage people to try new things within the comfort of their home with calls to action like “Do try ignoring the recipe at home,” “Do try mischief at home,” and “Do try showing off at home.” 

The global marketing campaign brings to life the IKEA vision of creating a better everyday life for the many people, setting the tone for the company to emotionally connect with people regardless of culture, living situation or age with a consistent voice. It focuses on siding with the many through an affordable range and actions they take as a company, for people and the planet.   

“This campaign represents another step, supporting our customers with inspiration on how home can enable their passions, where they can begin to push the boundaries in an affordable way,” says Licca Li, growth and marketing manager, Ingka Group.  

“We believe that home is more than just a place to eat and sleep – it's a place where you can unleash your creativity and have fun” says Tolga Öncü, Ingka retail manager (Ingka Group) “That’s why we created ‘Do Try This at Home’, a campaign that shows you how affordable ideas for home can empower you. No matter your style, budget or space, you can find inspiration and tips on how home can be a place that supports your passions. Join us and discover how ‘Home can do it’” 

The campaign comprises a series of vignettes highlighting how IKEA supports people’s passion and purpose through their home. Portraying a range of consumers benefiting from the company’s empowerment philosophy, they show an older adult gamer, enabled by his gaming furniture set up and a teenage girl performing a concert with her guitar on her bed as her friends listen on their headphones, so they don’t disturb the neighbours.   

This is the first creative campaign since IKEA Retail (Ingka Group) awarded its global brand account to McCann after a pitch process that spanned all 31 countries that the group operates in.   

“The new creative approach “Home Can Do It” elevates the role of the home from that of mere container of our lives to that of enabler of our dreams. It’s a thought that could only come from IKEA, a brand that by democratising design has empowered and inspired people across the globe. This first creative manifestation celebrates just that - the joy and sense of accomplishment that stem from living in a home that doesn’t hold us back but propel us forward, said Emiliano González De Pietri, chief creative officer, McCann Worldgroup Spain  

“This new strategic approach is based on people's need to pursue happiness after a period of enduring negativity, like the "permacrisis" situation that we are all experiencing already for several years. This rebellious spirit in all of us searches for affordable ways to celebrate life in every possible way, even though consumers around the world are reducing ‘treat’ spend. IKEA is the best brand in the world to resolve this human tension and help people to achieve happiness through their homes”, said Agustín Soriano, chief strategy officer, McCann Worldgroup Spain.  

The campaign will begin to launch in early February with various campaign dates for each of Ingka Group’s 31 markets (Australia, Austria, Belgium, Canada, China, Croatia, Czechia, Denmark, Finland, France, Germany, Hungary, India, Italy, Japan, Netherlands, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, UK + Ireland, US) kicking off first in Italy, Belgium, and Finland.