Ikea has developed a reputation for advertising that's creative, inventive and culture-savvy without losing its practical edge.

Ikea’s in-house team known as the 'Creative Hub' works commonly with top agencies to create ideas and concepts that trigger envy and curiosity for many in the media industry. The allusive team remains inconspicuous yet consistently churns out campaigns that cause a stir across the globe.

The Creative Hub itself remains deliberately half-staffed to cultivate relationships with great industry minds—in fact, its homepage openly asks people whether they'd like to join the core team or collaborate with the team that's already there. It’s rare that a brand can manage to produce relevant, standout adverts that effectively link to their products time and time again; we’ve created a roundup of Ikea highlights.

1.

Ikea don’t take themselves seriously and their ability to react quickly to current themes and online conversations by responding with yet another branded campaign is an invaluable tactic of theirs. Ikea has released a free font called Soffa Sans, with the slogan ‘Soffa Sans, introducing the worlds comfiest fonts’ in response to all the memes mocking Ikea’s online concept “Design your own sofa” planner.

ikea fonts

2.

In Sweden, the agency Åkestam Holst took creativity to the next level with a magazine advert encouraging readers to pee on it. Yes, you read that right, if you’re pregnant, peeing on the ad reveals a special discounted price on cribs, thanks to technology similar to that in pregnancy-test kits.

ikea advert

3.


Ikea is continuing to promote its new, environmentally "sustainable" store in London's Greenwich, this time with an outdoor campaign encouraging locals to make the journey to the store on foot. Tapping into the nations obsession with climate change and the fixation with devices that track an individuals daily steps as well as advertising directions to a new London store - genius.

steps ikea

4.

Following research that 63% of people felt unhappy with the amount of sleep they get, Ikea made it their mission to awaken people to the value of sleep. As part of a sleep-orientated integrated marketing campaign, Ikea partnered with Dr. Guy Meadows, co-founder of The Sleep School, who compiled a list of key insights and expertise to help people sleep like a log.

ikea sleep

As part of 'The Ikea Sleep Hub,' Ikea organised a series of in-store workshops and events that focus on the insights that sleep is a truly individual experience entirely unique to a person. It was the perfect campaign to reinforce and remind the public of Ikea's versatile and great quality bedroom range.

5.

Ikea jumped on the iPhone 8 hype with cheeky 'This Charges Everything' campaign, yet another example of Ikea creating playful, reactive marketing on the back of buzzworthy events.

iphone ikea adds

The iPhone 8 officially hit the shelves back in September 2017 and Ikea piggybacked on the hype to relaunch its range of wireless charging products with a tongue-in-cheek campaign – 'This Charges Everything' - instead of Apple's tagline 'This Changes Everything'.