IKEA: Inspiration by the Bag

Writing marketing copy
Working on a Social Media Campaign

✨ Let’s set the scene…

My first experience with IKEA was being left in the ball pit of the Småland* as a kid. For 45 minutes I was left to play with the BYGGLEK and BLÅVINGAD and enjoy my miniature life in the safety of IKEA Land.

When I was younger my family and I moved from the UK to Italy, and IKEA became a frequent shop for us to visit. We bought all of our furniture from there, and probably every accessory to match. My sister and I shared an IKEA bunkbed, cuddly toys, a set of kids' tables and chairs- you would often find that familiar IKEA stamp on most of our belongings.


And now, as an almost adult (adulthood starts in your 30s right?), I wander through the industrial maze to figure out which set of draws to include in my shiny new apartment. IKEA often feels like a home away from home for me, and I often find inspiration in every visit.


Only this time, it was copywriting inspiration.


💡 The Idea

I was struck by two separate ideas:


#1: IKEA is more than a furniture store- you walk around the display rooms for a reason. It's an immersive experience. It's home to inspiration. These rooms help the customer brainstorm ideas and visualise the feel of their future home.

#2: The endless possibilities of the blue FRAKTA bag. You rarely leave IKEA without something, and it's often carried home in one of those huge blue plastic bags. But what else can be held within them?

⚙ The Process

I started by researching previous IKEA adverts. They're commonly known for their creativity and their artistic perspectives. I went back in time and realised that visiting the IKEA Museum (I never knew this was a thing?!) would be a bucket list moment for me in future.

In all honesty, the concept for my first IKEA idea was inspired by literal IKEA lightbulbs. Shocking, huh?

On the other hand, my FRAKTA pieces were largely inspired by customers leaving IKEA with a chaotic amalgamation of items stacked in their shopping bags. The idea was later consolidated after finding this image whilst researching the history of the bag.

✅The Results


A trio of IKEA adverts you would find in the depths of the London Underground or on the shiny sides of local bus stops.


Find your next IDEA at IKEA



It's not just a FRAKTA bag.


I decided to share my work in the Word Tonic community to seek out some feedback too...



*For anyone who doesn't speak IKEA:



Please note: these adverts were created without a brief. These adverts are all made as spec work to build my portfolio.