The context. IKEA has been the world’s largest furniture retailer since 2008. However, the challenge for this brief is to sell their products to an existing audience for a completely different purpose than the product is intended.

The goal. To increase sales of flat-pack IKEA furniture to individuals who are not looking to furnish or decorate their home.

The solution. It’s not me, it’s you. A campaign that recognises IKEA flat-pack furniture for the argument-starting couple’s activity that it is. Finally – something to end your dead-end relationship.

20″ TV Spot.