Ikea Sweden has transformed its iconic blue Frakta bags into a photo frame that cleverly showcases its multitude of uses.
The campaign ‘Frakta Point of You’, by Swedish shop NoA Åkestam Holst, frames everyday moments from inside the bag, whether it’s moving apartments, collecting laundry, going to the beach or a picnic.
There are few shopping bags that have become as synonymous with multipurposing as Iconic’s blue plastic tote bags.
“Working with such a well-known product we figured that less is more, because Frakta is always Frakta. No need to scream and shout,” said Björn Lindén, art director at NoA Åkestam Holst.
The campaign is part of Ikea Sweden’s ‘Wherever life goes’ platform and will run in Sweden across out-of-home and print.
This Thursday, the heads of marketing for Ikea’s Korea (Yuli Park), Japan (Patrizia Rigassi) and Australian (Kirsten Hasler) businesses will discuss how the retail giant markets across different cultures at Cairns Crocodiles. You can get your tickets here!
