Every year on Black Friday, everyone tries to match IKEA's prices.
That's why IKEA did exactly the opposite. They raised prices, thus meeting the expectations that quality and long-lasting design come with a higher cost. This significantly sparked the debate on price, quality, and sustainability. So on Black Friday, IKEA became the messenger of the idea that the green transition requires affordability for everyone.
the campaign
The campaign was launched with a film and outdoor advertisements that both introduced consumers to the concept and reassured them that IKEA's consistently low prices applied throughout the rest of the year. And then peaked with a series of events and talks on sustainability, design, and responsible mass production. Concurrently, a series of long-copy full-page ads explained IKEA's commitment to the green transition. Notably, emphasizing that it will only be achieved when everyone can afford it.
