Belgium has become more expensive than ever and IKEA has been at the forefront of creating accessible quality furniture since its inception. Ogilvy Social.Lab was tasked with reminding IKEA’s audience that they offer affordable household products from as little as 10 euros, without mentioning the inflation and energy crisis. To demonstrate this, the agency developed a campaign featuring a range of practical and affordable products.
Ogilvy Social.Lab developed the creative platform and content strategy. The agency collaborated with Czar and director Joe Vanhoutteghem for film production and direction, and with Mindshare for media strategy and eventually broadcast in Belgium and Luxembourg, on television, social media, OOH, and print.