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.
