IKEA - Poang
There are a million ways to describe your favourite IKEA piece. In the catalogues, IKEA includes only the simplest ones: TULLSTA is just an armchair, BEKVAM a humble step stool, NISSAFORS a trolley.
Yet in everyday life, all these pieces are anything but unremarkable. They become part of our stories. Their identities change according to who is using them, and in turn they give us endless possibilities to create and do more. Our campaign highlights this truth by hacking the most recognizable of IKEA’s communication codes, its catalogue descriptions.
In our stories, TULLSTA serves not only as an armchair, but as a barricade for a teen who needs privacy in her room. NISSAFORS unlocks a girl’s imagination and becomes a symbol of love and care. BEKVAM gives you that little boost you need to reach higher, literally and metaphorically. In short, we see that IKEA pieces expand far from their catalogue descriptions and are made to be used widely.
Discover all the stories below, and you might even come up with your own along the way.
We are The Newtons Laboratory, a.k.a. the Newtons and we are an independent agency.
We were founded in 2011 in the apex of the crisis and precisely because of that, we were born to find solutions and to correspond to challenges.
To do so, our doors are always open to:
Society and world-changing ideas.
People-focused ideas to their core.
Creative strategies that actually affect people’s behavior.
Ideas that “rock-the-boat” while respecting people and the environment.
Ideas that truly add value to brands.
Being your unique self and expressing it in your own way.
Ambitious people that never stop loving and respecting this great business we’re in.
New creative opportunities and innovation.
Ideas that are uniquely ownable to each one of our clients.
The most creative minds of our society, not just advertising.
We’re The Newtons and our doors are always open.