IKEA: Defying Christmas Home Shame


IKEA: Defying Christmas Home Shame, Vizeum with Mother London and Hope&Glory / IKEA
For all the emotions elicited by Christmas advertising, there’s one that’s always overlooked: home shame. In a UK-first, IKEA staged a Christmas intervention: to defy home shame and show that any home can play host. A campaign that would take Christmas advertising head-on and rewrite the well-worn formula. Creating a cultural movement with Grime legend D Double E. Delivering over 2bn earned impressions and over £46m in incremental revenue at an ROI of £7.80.