IKEA turns FRAKTA into a portrait of everyday Italy

IKEA Italy is celebrating 30 years of its blue FRAKTA bag by documenting what happens to it after checkout, turning real consumer behaviour into a ten-image campaign by Ogilvy Italy.

Called “Belli organizzati”, a play on the beauty of being organised, the photographic series is based on IKEA research into how Italians reuse the bag.

Some turn it into record storage, others use it for laundry, groceries, moving house or carrying musical instruments.

IKEA says 65% of people who have owned or used FRAKTA have given it a job beyond its original purpose.

Street photographer Salvatore Matarrazzo shoots these improvised uses with bold colour and a fashion-influenced eye, treating the familiar €1-style utility bag less like packaging and more like a piece of everyday Italian life.

The idea is an extension of IKEA’s wider “Fai spazio a ciò che ami” platform around home organisation.

Rather than invent new uses for FRAKTA, Ogilvy turns the ones customers already invented into the campaign itself.

It also continues IKEA’s habit of building ideas around recognisable brand behaviours. Earlier this year, FRAKTA became the camera for a Swedish outdoor campaign, while the brand recently took its storage credentials into gaming with a Skyrim storage intervention.

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