Ikea Channels Minimalist Branding for Its New Campaign

The campaign’s design elements, from the sans serif font to the clean lines, could make viewers associate Ikea with more modern competitors like Feather and Buffy. 

Most of us think of Ikea as a big corporate entity that serves the masses with meatballs and futons. But its latest OOH campaign seems to be targeting a more specific audience.

  • Mother London created the campaign, called “Tomorrow starts tonight,” to promote Ikea’s bedding products and highlight the importance of a good night’s sleep. 
  • The resulting posters are a play on ads from…dare I say…blands promoting products that make up for not having a good night’s sleep, like Goop’s anti-aging cream

Low-stakes hot take: The campaign’s design elements, from the sans serif font to the clean lines, could make viewers associate Ikea with more modern competitors like Feather and Buffy. 

My takeaway: “Tomorrow starts tonight” uses DTC-style branding to associate Ikea with higher-quality, pricier DTC products—which could make its own products more appealing.


Via Morning Brew

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