IKEA

Role: Art Director

Get
Gen Z college students (18-24 years old) starting / returning to school, who shop around for the best bargain
To
Think IKEA-first for all their back-to-school needs
By
Creating excitement for great finds that fit their budget just as much as their personality

Guiding Insight

In a constantly transformative stage of life, Gen Z feels like picking furniture means planning a future they haven’t figured out yet.

Big Idea

Meet the One - IKEA has "the one" specific piece for you.

Executions

OOH Billboards

OOH Mockups

In-Store Activation

Match Made in IKEA

An in-store matchmaking booth in IKEA to help Gen Z students going back to school meet ‘the one’ for them.

On-Campus Experiential

Meet the One, As-is

A pop-up where students can get good deals on as-is IKEA furniture for their dorms during move-in season.

Price Tag Redesigns

Social Media Posts

Credits

Special thanks to Pigeon Brands (in collaboration with Humber College) for providing this brief!