Armwrestling, Dishwashing, Making Out

Agency: Åkestam Holst


How do you get a young audience on Youtube to stay with your ad longer than the unavoidable 5 sec? When most brands try hard to seduce people Ikea did the exact opposite. We begged them NOT to watch the up to 8 minutes long films since there’s nothing to see except for boring, everyday life. With this reversed psychology we made the target group “18-35 year olds in metro areas” want to keep watching, spending time with the brand and the offerings on Ikea products. The average viewing rate was 3:15 minutes, far above industry standard. 39% even watched the whole ads.

This professional campaign titled 'Armwrestling, Dishwashing, Making Out' was published in Sweden in September, 2017. It was created for the brand: IKEA, by ad agency: Åkestam Holst. This Digital medium campaign is related to the Retail Services industry and contains 6 media assets. It was submitted over 5 years ago.


Advertising Agency: Åkestam Holst, Sweden
Production Company: Bacon STH
Executive Creative Director: Magnus Jakobsson
Art Director: Jesper Holst
Copywriter: Mark Ardelius
Account Executives: Jerker Winther, Mimmi Grafström
Production Manager: Agneta Oppenheim
Producers: Leila Widgren, Ida Person

Will Packer Pro...


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