CREATING A HOMESPACE FOR YOUR HEADSPACE
The annual IKEA Life at Home report and comms ecosystem is the world-leading authority on real lives at home around the world. As Creative Director on the project, I helped capture an unprecedented year spent at home during the Covid-19 pandemic - exploring how our homes and mental wellbeing are connected.
I led creative on the report and its comms ecosystem for three years, across print, editorial, social film and animation for IKEA's owned channels.
Client
IKEA
Role
Creative Director
Results
IKEA's most trust-boosting initiative · 250,000+ people in 40+ countries turned into advocates
THE REPORT
Filled with original data, insight and authentic photography from real homes across the USA, UK, France, India and China, the IKEA Life At Home Report followed the stories of families dealing with the challenges of COVID-19 restrictions and the ways their homes helped or hindered their wellbeing.
THE MAGAZINE
The first edition of the IKEA Life at Home Magazine, A Balanced Place, used editorial storytelling to breathe life into the report’s data.
FIRST EDITION
INFLUENCER COLLABORATIONs
Former Editor-In-Chief of Elle Decoration and judge of the BBC’s Interior Designer Masters, Michelle Ogundehin, was one of many influencers and experts who contributed articles.
The magazine was sent to key members of the press and to IKEA leadership to raise awareness of the report and its findings, ultimately building brand reputation for IKEA.
SOCIAL CONTENT
The ‘Sides of Home’ Instagram campaign juxtaposed contrasting experiences at home during COVID-19 restrictions. Through a series of social films paired with report data, the campaign painted a picture of the spectrum of experiences in that unprecedented year.