IKEA is about democratizing design. Through an economical and sustainable approach to everything IKEA
does, everyone can afford what they desire. Its vast and flexible product range allows for endless possibilities.
We want to bring this philosophy to life with a simple idea: By giving the beloved FRAKTA bag (an item probably lying around in every household already) a second life. We show that with just a few cuts it can be turned into useful items. The possibilities are endless. Every bag comes with series of lines printed inside them and short instructions on how to transform the FRAKTA bag easily.
One product. Endless possibilities.
Client: Ikea, Saudi Arabia
Agency: Memac Ogilvy & Mather, Dubai
Chief Creative Officer: Paul Shearer
Executive Creative Director: Ramzi Moutran
Creative Director & Copywriter: Sascha Kuntze
Associate Creative Director: Juliana Paracencio
Design Director: Irfan Ghani
Designers: Irfan Ghani, Hyunseo Yoo
Illustrator: Hyunseo Yoo
Agency Producer: Tamara D'Costa
Account Director: Bernard Abou Nader
Production: Toil & Tinker, Dubai