Global communication concept and launch campaign for the IKEA DAJLIEN home training collection.
“Training isn’t everything. But everything can be training.”
People actively dislike what training equipment looks like in their homes. They're ugly, offensive and people love to hide them. IKEA DAJLIEN is a multi-functional, low-price, high quality collection that you don't want to hide and inspires you to work out at home. A coffee table with smart storage that also works as a training bench. Beautiful dumbbells in an unique, circular shape. All in a synchronized color palette.
The insight into how people view home training informed how we approached our communication for the launch and "Training isn't everything. But everything can be training." was born. Implemented for the global market in a launch campign with a film commercial, moving assets and stills content for E-com, SoMe, ads, OOH, instore material and PR.
IKEA Client/Team: Linus Karlsson, Helene Fernström, Magnus Nord, Jessica Bonebjär, Emilia Ljungberg, Marie Liljenor, Anja Uddenfeldt, Saša Antić, Karolina Jönsson, Kathryn O'Regan, Rebecca Tay, Production Company: PINE – Nim Kyong Ran, Adam Holmström Meinking, Sofia Björkman. Stills Photo: Fredrik Sweger, Peter Turkalj.
My role in the team: Creative Direction / Art Direction.