Ikea advert is a moving story about life: “Wherever Life Goes”
The advertising campaign was developed by Åkestam Holst NoA.
Ikea’s new advert makes its price tag the only protagonist to anticipate the emotions yet to come.
If there is one brand capable of evolving its communication without losing its essence, it’s Ikea. The Swedish brand has been delighting us for years with clever, original and entertaining advertising campaigns, all while maintaining its unmistakable style.
Now, Ikea takes an emotional turn in its global strategy with a campaign that moves the focus away from the products to highlight the stories that are yet to unfold.
Ikea – Wherever Life Goes
The IKEA advert is titled “Wherever Life Goes” and was developed by the Swedish agency Åkestam Holst NoA. The campaign marks the beginning of a new chapter for the brand, focusing on emotions and life moments.
“Wherever Life Goes” consists of several advertising pieces, both outdoor and digital, accompanied by short 15-second clips that extend what is seen in print. The campaign highlights life’s constant transformation and how the home evolves alongside those changes—moving in together, separating, starting over, welcoming new lives, or facing loss.
It does so by showcasing one of Ikea’s most iconic yet often overlooked elements: the price tag. These appear superimposed over highly expressive images—hands, faces, gestures—emphasizing that every purchase decision can be tied to a vital life moment.
Michal Sitkiewicz, Art Director at Åkestam Holst NoA, commented: “A price tag is something simple, but it can capture the very instant that sparks change. A kiss can be just a kiss—or the beginning of a relationship that makes you rethink your home.”
Meanwhile, Jonas Westberg, Marketing Communications Leader at IKEA Sweden, stated: “Life is constantly changing. Whatever happens, the home must be able to move along with it.”
Watch on | Vimeo
