IKEA - “Back to school” campaign

The Back to School campaign was developed in collaboration with the Canadian creative agency Pigeon Brands, working alongside IKEA’s marketing team for strategy and creative execution. It is often referred to in Canada as Influenced by You or similar Gen Z-focused creative back-to-school work. The campaign was aimed at the North American market and depicted typical dorm rooms.

Starting with the insight that the Gen Z target audience values self-expression and personalization, the campaign shows how easy and affordable it is for students to create spaces that truly reflect who they are with IKEA.

It demanded tight contact with stakeholders and marketing leaders throughout the shoot, due to the urgent timing of the images.

TEAM:

Art Director & Storyboards: Stefan Gustafsson

Interior Designer: Geneviève Jorn

Photographer: Mårten Linton

Project Manager: Jesse Johnson

Product Leader: Lotta Sundén