IKEA Film The Blue Bag by Acne Stockholm, Ikea Creative Hub

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The Blue Bag

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Industry Department Stores & Shopping Malls
Media Film
Market Sweden
Agency Acne Stockholm
Creative Director Johan Holmgren
Art Director Tiago Pinho
Copywriter David Aronson
Producer Tim Mardell
Creative Agency Ikea Creative Hub
Creative Director Morten Kjaer
Released June 2017


Lions Communication 2018
Film Lions Online > Retail Bronze Lion

Credits & Description

Client: IKEA
Media: Web Film
Category: Home appliances & furnishings
Country: Sweden
Creative Director: Johan Holmgren
Creative Director IKEA: Morten Kjaer
Art Director: Tiago Pinho
Copywriter: David Aronson
Director: Tompa
Director: Rondo
Project Manager: Lovisa Friman Bendz
Executive Producer: Fredrik Skoglund
Executive Producer: David Olsson
Producer: Tim Mardell
Managing Director: Ori Mace
Assignment Leader IKEA Creative Hub: Louice Alvarsson
Client IKEA: Simone Page
IKEA launches film starring their blue bag
Finally 30 years after its release, we think it’s about time we honor what might be the most hardworking bag in the world. It’s been talked about, made into dog-ponchos, used as a fashion accessory and for exercising–and we think that’s great. But the truth is, this plain piece of plastic has an even bigger meaning than that, it summarises everything we believe in: That design, function, and quality shouldn’t be just for a few.
A few FRAKTA facts:
To test it, someone weighing about 50 kilos stood inside the bag and we lifted it up to see if it would hold. It did.
FRAKTA means “carry” in Swedish and that’s what it’s for, among other things.
Surprisingly it has over 500 reviews on Amazon with a rating of 4.7 out of 5 stars.
We did the math, it can carry around 2500 meatballs.
Behind the scenes story of working on FRAKTA
We started working on a FRAKTA story campaign in February and the film we are releasing now is a result of that.
When in April the media started writing more and more about the resemblance between the two bags we saw the opportunity to have some fun with it and we came out with a viral ad within a couple of days.
The result was that we got over 1 billion potential impressions on the ‘The Original’ viral ad.
“The team from Acne and IKEA group working on the FRAKTA campaign enjoyed the engagement. It is fantastic to see how many people shared it and commented on it. It is still going on, people are still hacking away with FRAKTA. It is fantastic to see the creativity and the engagement” - says Johan Holmgren, Creative Director at Acne.
FRAKTA is a real symbol of what IKEA stands for. IKEA is for everyone, the ones with thin wallets and the ones with larger wallets. IKEA makes design, quality and functionality available for the many people. Being part of everyone’s every day. And that is what we show in the campaign.