For every shaped family

Agency: Wunderman Thompson


The latest addition to the IKEA Family loyalty offering, dynamic and personal reward keys, aim to reward customers not only for purchases and spend but engagement with the brand too. With Wunderman Thompson UK, IKEA launched their newest benefit; reward keys from IKEA Family with a multi-market integrated campaign aimed at ‘Every Shaped Family’.

As a retailer of the affordable, IKEA have been supporting the home furnishing needs of households around the world for years. Established in 1984, today IKEA Family reaches and inspires over 170 million members.

A lot has changed, but IKEA’s curiosity remains the same. Their inspiration has always been customers and its on-going ambition is to know customers tastes, ideas and plans to help inspire, advice and support them better.

The addition of new reward keys means that IKEA can continue to help IKEA Family members along their journey to achieving home furnishing ideas and dream projects, by rewarding them for not only their spend but their interaction with the brand too.

Through its whole brand thinking approach, Wunderman Thompson identified that there was confusion around who IKEA Family is and who it’s for, with many assuming it’s only for traditional, nuclear families. To coincide with the launch of the new reward keys, the integrated campaign further celebrates IKEA’s inclusive and democratic culture and raises awareness of IKEA Family amongst an expanded audience.

‘For every shaped family’ redefines what it means to be family and includes a 30-second film, and a series of print and social executions which showcase a range of family scenarios. From a man with his ‘plant-babies’ to an expectant mother, to a mature couple and a group of housemates sitting down for a family dinner. The campaign is diverse as it is inviting and inclusive.

This professional campaign titled 'For every shaped family' was published on May 31, 2022. It was created for the brand: IKEA, by ad agency: Wunderman Thompson. This Integrated medium campaign is related to the Household Products and Retail Services industries and contains 4 media assets. It was submitted about 2 years ago.


Agency: Wunderman Thompson UK
Managing Partner: Sally Emerton
Business Director: Harriet Buchanan
Senior Account Manager: Alice Mercer
Executive Strategy Director: Neil Godber
Senior Strategist: Rebecca Pinn
Data Partner: Steve Richards
Creative Directors: Paul Snoxell, Clare Wilson
Head of Art: Guy Sexty
Art Director: Alice Booth
Copywriter: Ant Jackson
Producers: Kat Perry, Sara Blackett
Editors: Daryl Yeoman, Deri Watt
Designers: Chris Hutton, Dee Harrop, James Nawka, Paul Bishop
Photographer: Julian Ward
Assistant producer: Jenny Wickens


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