Today, IKEA launches a new campaign which is rooted in the brand’s humble beginnings; celebrating how savvy solutions in the home can make your everyday easier, spark moments of joy and live more affordably.

In the new campaign, IKEA highlights how the days of boasting about how much money you’ve got in the bank, what car you drive or the extravagant commodities in your life are over. It recognises instead, the joys of the art of small means. The pride people feel from their thrifty behaviour and the highs that we all get from the feeling of saving.

IKEA’s product range, solutions and services are at the heart of the campaign, tying back to IKEA’s Democratic Design principles of quality, sustainable and affordable home furnishings that create a better everyday life at home for all. From an extendable bed to food storage containers, it shines a light on the different ways savvy products makes life simpler.

Launching across the UK and Ireland from 17th April, Show off Your Savvy will be a fully integrated campaign across TV, Online video and BVOD, Cinema, Corporate and Consumer PR, CRM, Meta, Pinterest, in-store and internal communications.

The TVC sees the host, a dad, showing us around his regular UK home with the confidence of someone who has made it big time. As he takes us through his home, we see everyday items creatively transform into multifunctional yet practical pieces as the host highlights IKEA’s savvy home furnishing range.

Across social media, a series of 11 short films will be launched, all tying into hype culture and social media trends, to celebrate bringing your savvy to life with IKEA. Ranging from a spin on ‘fit checks’ which instead showcases ‘savvy checks’, to unboxing content, each of the pieces of content highlights different savvy IKEA products including the STARKVIND Air Purifier and the BETTORP LED Table Lamp. Others also show off savvy services from IKEA, such as free tea and coffee for IKEA Family members, and pre-loved items at the Circular Hub.

The campaign will be supported with customer communication in-store, on web and via CRM for IKEA Family members. Focusing on heroing all the ways that people can proudly lead a thrifty life. It highlights the expertise, advice, and product solutions that help people to live, and show off, their savvy.

Find out more on Mother London.