IKEA Real Life Roomsets
Brief:
No client brief - reverse brief stated we would position IKEA as a credible advocate for better living conditions by exposing the reality of temporary accommodation.
Role:
Creative support.
Creative:
Recognising that the housing emergency facing the UK sat at odds with IKEA's vision of creating a better life at home, a reverse brief to IKEA delivered one of the brand’s most impactful campaigns.
A partnership with Shelter helped to rebuild the real living conditions of families trapped in temporary accommodation, showcased across four flagship stores. Transforming IKEA's iconic roomsets into powerful advocacy tools sparked national conversation and public support, elevating the issue from a housing statistic to a lived human reality that drove the UK government to commit to constructing 90,000 new social homes annually by 2030.
Results:
200+ earned media hits
Government policy change
5 award wins
