IKEA conceals household clutter behind its own billboards

IKEA Sweden is turning messy homes into outdoor media with a new campaign from Åkestam Holst NoA that hides everyday clutter behind its billboards, packed neatly into the brand’s SAMLA storage boxes.

From the front, the executions look like conventional IKEA home furnishing ads. Walk around the back and the idea reveals itself: boxes crammed with toys, clothes, records, electronics and half-finished children’s drawings.

The mess has not disappeared, it has simply been contained.

IKEA research found 83% of people in Sweden have at least one room they struggle to keep tidy, with closets topping the list, followed by garages and attics, and kitchen counters.

“Everyday life is messy, then tidy, and then messy again. We think it’s nice to show both sides of the story,” said Tiago Pinho, Art Director at Åkestam Holst NoA.

The work continues IKEA Sweden and Åkestam Holst NoA’s habit of making the medium part of the idea. Earlier this year the agency looked through a FRAKTA bag, while in 2024 it turned blinds into billboards.

It also follows IKEA’s recent Belgian campaign pricing everyday IKEA moments rather than products.

“Keeping your home clean is always a battle, regardless of if it’s a small flat, a castle, or something in between,” said Jonas Westberg, Marketing Communication Leader at IKEA Sweden.

The Tidy Billboards roll out across major Swedish cities from late August, supported by social and digital activity.

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