IKEA · Home Improver · Spain · Poland · Netherlands · 2024
IKEA Home Improver was a successful test campaign launched across three markets — Spain, Poland, and the Netherlands. The ads worked in all three countries and are now being adapted for more markets.
The brief was to show that small home improvements can make a real difference to how you live — and that IKEA makes those improvements accessible, achievable, and genuinely transformative.
Four films, each finding a specific relatable home problem and showing the before and after. The insight: people don't want to renovate their entire home. They want to fix the one thing that's been bothering them. IKEA is the answer to that.
The campaign's success across three culturally distinct European markets proved the idea was universal. It's now being adapted for additional markets.
Home Improver — Four Films
Wall Film
Red Light Therapy
Paint Film
Fountain Film
"Tested in three markets. Worked in all three. Now expanding."
Spain, Poland, and the Netherlands are three very different markets — different cultures, different home aesthetics, different relationships with DIY. The fact that the same idea worked across all three without adaptation is the proof of concept. A universal human truth delivered locally.