Yiayia and Friends: design that evokes memories and reinterprets tradition
IKEA became famous for its functional, affordable furniture that comes flat-packed and is designed for self-assembly. The brand still stands for this today. Founded as a small mail-order business in the southern Swedish province of Småland, IKEA has grown over the decades into the world’s largest furniture retailer – shaping not only living spaces but also the daily lives of people around the world.
But IKEA is no longer just synonymous with affordable design – it has also carved out a distinctive visual identity in the world of communication design. Through witty, touching, and culturally attuned campaigns, the brand has mastered the art of telling stories that resonate. Its commercials are marked by humour, warmth, and emotional realism, enabling IKEA to speak directly to the everyday lives and experiences of its audience. This unique tone has earned the brand not only widespread recognition from consumers but also numerous accolades in the Red Dot Award: Brands & Communication Design.
Through these award-winning campaigns, IKEA – together with its long-standing creative partner thjnk – proves that communication design can be both emotionally powerful and genuinely funny – without ever feeling forced. Whether through moving narratives, pop culture nods, or light-hearted depictions of everyday life, IKEA’s advertising consistently reflects the emotional texture of the human experience. By grounding its design language in authenticity and feeling, the brand connects with people not merely as consumers, but as individuals. In doing so, IKEA doesn’t just furnish homes – it fills them with meaning.
Design with a sense of humour
In the promotional clip With a Message, IKEA explores the small, familiar tensions of domestic life with wit and charm. A woman returns from a shopping trip with IKEA bags full of décor, only to surprise her partner with a redecorated flat. His reaction “Do we really need all this?” is met with a brilliantly cheeky reply. This humorous moment captures the push-and-pull of shared living while celebrating the emotional significance and self-expression tied to interior choices. It’s a sharp and witty look at how design reflects personality, brought to life by thjnk Hamburg – and honoured with a Red Dot for its clever narrative arc and relatable tone.
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The power of a knock: IKEA’s ode to neighbourhood
With the commercial Knock Knock, IKEA succeeds in turning a burnt-out lightbulb into a thoughtful story about lifelong friendship. The advert invites viewers to revisit key moments in the relationship between two neighbours, all of which trace back to a single knock at the door. The spot is a compelling example of emotional storytelling, using everyday gestures and objects to evoke a sense of belonging and connection. Especially in a time of post-pandemic isolation, the campaign reminded audiences of the beauty in small, shared moments. The mise-en-scène – from warm lighting to lived-in interiors – subtly reinforces the campaign’s message of continuity and care. Created by thjnk Berlin for IKEA Germany, the spot received a Red Dot in the TV Commercial category in 2022.
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Furniture meets fandom
While some campaigns focus on emotional themes, others – such as Feng Chewy – An IKEA Story – rely on humour. In this cinema spot, a shopper unwittingly mimics Chewbacca’s iconic growl while testing a chair covered with a brown sheepskin rug in an IKEA store. The timing, coinciding with the release of “Solo: A Star Wars Story”, made it a pop-culture hit. The advert demonstrates IKEA’s cultural awareness and the company’s ability to expand its brand language in creative and unexpected ways. This unconventional storytelling allows the brand to connect with younger audiences and fans alike, proving that even a rug can become a moment of joy. In 2018, the campaign received two awards: a Red Dot for Sound Design and another for Commercial.
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Refuge in everyday chaos
In the advertising spot Finally Home, IKEA tackles the chaos of daily life with raw honesty – and a touch of relief. The commercial follows a woman through a series of frustrating mishaps. Rather than soft music and polished visuals, the ad pairs her rough day with a gritty soundtrack and stylised, cinematic visuals. The result is not just another feel-good home advert, but a deeply relatable depiction of how our homes become sanctuaries. By choosing emotional realism over perfection, thjnk Berlin and Zauberberg Productions crafted a film that is not only visually striking but emotionally resonant. The advert was awarded a Red Dot in 2022.
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Making sustainability entertaining
Sustainability doesn’t always have to be serious – as the commercial Unbelievable shows in an imaginative and humorous way. IKEA presents seemingly ordinary household items made from surprising recycled materials, such as lamps made from seaweed or rugs made from plastic bottles. The protagonist takes these claims literally and translates them into exaggerated, absurd images. The result is a visually powerful, tongue-in-cheek campaign that conveys the topic of sustainability with ease and creativity. By mixing humour with education, the commercial makes sustainability feel approachable and inventive. “When you’re talking about what everyone else is also talking about, you have to tell it in a way that is a bit more entertaining,” says the agency thjnk Berlin, which is responsible for producing the commercial in collaboration with Zauberberg Productions. In 2022, their work on the commercial was awarded a Red Dot: Best of the Best.
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thjnk - the agency behind IKEA’s award-winning communication design
Founded in 2012, thjnk is a leading creative agency based in Germany known for its bold ideas, emotional storytelling, and culturally resonant campaigns. With offices in Hamburg, Berlin, Munich and beyond, the agency partners with global brands to craft compelling narratives that go beyond traditional advertising. Their work blends strategic clarity with creative innovation, resulting in campaigns that not only win awards but also strike a chord with audiences. thjnk’s long-standing collaboration with IKEA exemplifies their ability to combine wit, warmth, and design thinking – turning everyday moments into meaningful brand stories. In 2017 the agency was awarded the honorary title “Red Dot: Agency of the Year”.
