Ikea Sweden’s new platform, “Wherever Life Goes”, flips the script: instead of showcasing products in isolation, the brand lets its iconic price tags lead the story—appearing amid pivotal life moments like practicing a new instrument or sharing a kiss. The result is a human, instantly legible signal that links emotion to simple, accessible home solutions.
What is “Wherever Life Goes”?
A Sweden-specific communication platform that reframes Ikea around the changes we live—big and small. It positions the brand as a practical companion that helps homes adapt as life evolves.
Why do price tags take center stage?
“There are many things that are iconic about Ikea, and the price tag is one of them.” By bringing the tag into the scene, the work bridges intimate moments with concrete actions—subtle prompts to tweak, upgrade, or reorganize spaces as needs shift.
Why tailor this platform to Sweden?
Developed by Akestam Holst NoA for the Swedish market, the approach grounds Ikea’s universal promise in local culture and daily rhythms—showing how small, affordable changes can keep pace with life’s turns.
How does this mirror OOH impact?
Like effective OOH, the creative uses simple, high-contrast cues (the tag) to deliver meaning at a glance—boosting recall, sparking conversation, and turning everyday touchpoints into brand moments beyond billboards.
FAQs about this campaign
What is ‘Wherever Life Goes’ by Ikea Sweden?
A Sweden-specific brand platform that centers Ikea’s role in helping homes adapt to life’s evolving moments.
Why focus on price tags in the ads?
The price tag is iconic to Ikea; using it as a storytelling device connects emotional moments to simple, accessible solutions.
Who created the campaign?
Akestam Holst NoA developed the platform for the Swedish market.
How does it relate to OOH/experiential?
Like OOH, it uses clear, instantly legible cues that spark recall and conversation in real-world contexts.
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