Ikea logo dark.png
 
 
 

RELATIONSHIP WARNING:

Assembling these products may cause fighting, anger, resentment, or possibly true love to develop between those participating.

 
 
 

Print

 
 

assembly instructions

Products from the Build To Last Collection will be re-released on Valentine’s Day with newly designed instructions featuring relationship advice, tips for communication, and a page to tear apart when either partner is frustrated.

Ripping.gif
 
 
 

INSTAGRAM FILTER

After sharing a kiss, couples will receive Love Level through a custom Instagram filter.

IKEA Face filter.gif
 
 
 

IKEA DMs

Instagram users will share their profile with a certified Love Expert from IKEA who will then give them a recommended product to tackle.

IKEA Dms-Lily.png
IKEA Dms-Sarah.png
 
 
 

SOCIAL MEDIA stickers

IKEA will create custom Instagram stickers featuring the iconic characters from the assembly instructions which Instagram users can post using #IKEAofficial.

Gifs on Instagram.gif
 
 
 

WEBSITE EXPERIENCE

Additionally, IKEA will feature will an online experience where customers can discover which piece of the Valentine’s Day collection is best suited for their relationship.

 
 

I ideated, edited, and animated this campaign.

Art Director: Cam Tribe

Copywriter: Nell Stevens

Strategy: Rachel Langston