Those who enjoy efficiency in furniture design may find they have a love/hate relationship with the (in)famous IKEA, which prides itself on cheap, flat-pack, easy-to-ship but still-stylish home products … with some assembly required. These humorously artistic advertisements show off a lighter side of this international furnishings company, and remind people that they do have installation services available.
Grabaz und Partner created this campaign with their target audience clearly in mind, as well as their critics. The best laid plans, as anyone who has built something complex from IKEA can attest, do not always mean you will end up building what you expected.
Taking things a step further, they even introduced some adult language into one of them – but really, it fits: when you screw something up (or the wrong way down, perhaps, in this case) and are sitting on the floor sucking your well-hammered thumb, what do you actually say?
So while IKEA has mixed associations for some of us, the message here is clear: they too know that their products are not perfect, but are also a company in search of profit – happy to refer you to additional paid services to asset in the construction of your latest unspellable asset, marketed in unusual ways and found in the endless maze of isles at a uniquely strange megastore.