Description
IKEA lets real-life changes pay for furniture
This autumn, IKEA Sweden’s campaign “Wherever life goes”, which highlights the many changes people go through in life, has been widely recognised. Now, IKEA and its agency NoA Åkestam Holst are adding an unusual twist by letting customers turn real-life changes into new home solutions.
Life is constantly evolving, and as it does, homes need to keep up. With this new initiative, IKEA Family members in Sweden can register a life change they are experiencing and receive IKEA Family points to use on home furnishing solutions.
On IKEA.se/poäng, members can choose from 21 different life-change categories and submit proof that they are going through one of them. Once approved, points are added directly to their IKEA Family account, helping them update their homes to match new needs.
Examples of life changes include:
• Got dumped? Submit the breakup text and get points for a comfort blanket.
• Broke your leg? Submit a photo of your cast and get points for a bed tray.
• Newly married? Submit your wedding photo and get points for a matching set of bed lamps.
The initiative is created by NoA Åkestam Holst together with IKEA Sweden.
This professional campaign titled 'Wherever life goes' was published in Sweden in December, 2025. It was created for the brand: IKEA Sweden, by ad agency: Åkestam Holst NoA. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 17 hours ago.
Credits
IKEA Sweden:
Jonas Westberg, Marketing communication leader, IKEA Sweden
Cecilia Ridemar, Country Loyalty Leader, IKEA Sweden
NoA Åkestam Holst:
Art Directors: Eva Wallmark, Michal Sitkiewicz, Joakim Estemar & Erik
Nordenankar
Copywriters: Rickard Beskow & Petter Nylind
Creative Director: Daniel Vaccino
Regi/Motion Creative: Lukas Östlund
Creative Designer: Sara Bellafesta
Chief Strategy Officer: Jerker Winther
Strategist: Stina Hansson Stålbröst
Account Director: Sophia Wattjersson
NoA | Åkestam Holst
Producer: Hanna Yngvell
Account Manager: Anna Nollendorfs
Artwork: Marie Wanberg
Photographer: Daniel von Malmborg
DoP: André Löwenbrååt
Social Creative Strategist: Rosanna Hagald
PR: Simon Le Pluart
