To mark the opening of IKEA’s new flagship store on London’s Oxford Street, the creative agency Mother London launched a striking out-of-home campaign featuring a true classic: the iconic blue FRAKTA bag. Under the slogan “One bag to rule them all,”
it is celebrated as the ultimate shopping companion. For the visual execution, IKEA enlisted none other than renowned street photographer Peter Funch c/o EMEIS DEUBEL. In a large-scale poster campaign around Oxford Circus, Funch powerfully captures the moment when crowds appear to move in unison, all carrying FRAKTA bags – a playful nod to the collective shopping instinct.
The creative directors behind the campaign were Anthony-Daniel Montagne and Oli Rimoldi: "When on an Oxford Street spree, the UK’s biggest commercial street, the first thing we all do is to transfer our smaller bags into the biggest, and most robust bag there is.
And with IKEA now on Oxford Street, we all know which bag that is: IKEA’s blue FRAKTA. For the tunnels of the Oxford Street station in particular, we collaborated with acclaimed photographer Peter Funch to give commuters the feeling to give passers by the impression that they are surrounded by floods of commuters all equipped with the famous blue bag."
