IKEA – Back to school campaign 2023

With their latest back-to-school program, IKEA was looking for a way to more strongly connect with their Gen Z consumers. In response, we created a campaign, ‘Influenced by you’ which leveraged the distinct personal styles of students to influence furniture, make it authentic and give it meaning – not the other way around (quite a fresh take for a global brand).

For OLV, digital and print, we created a series of unique spaces ‘influenced’ by the individual styles of real students, not influencers. Engaging our creative teams in Toronto and Montreal, we developed a series of Gen Z style headlines, unique for both markets, which spoke to the confidence any student can have when it comes to back-to-school, whatever their style may be.