Transforming Lives: IKEA's 2020 Catalogue Campaign
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In 2020, IKEA launched a campaign positioning its annual catalogue as the book that would change lives, featuring a film about Ali, a former slob who transformed his life through the book. The campaign highlighted the catalogue's 200 million copies and the story of a man who overcame adversity, showcasing the power of the publication to inspire change. The film, which was widely shared, became a key part of the campaign's strategy to engage audiences and emphasize the catalogue's role in personal transformation. The campaign successfully captured public attention and reinforced IKEA's brand message of empowerment and growth.
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Original write-up, full visuals, full context.
Published around:
April 3, 2020
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Added to Agency Inside:
March 26, 2026
