Store Posters — A2 · 7 Executions
IKEA · Second-hand · FY25 · European Markets
IKEA Second-hand is a pre-loved furniture offering that lets customers buy and sell used IKEA pieces in-store. The challenge: make second-hand feel like a discovery, not a compromise.
The insight was simple. IKEA furniture is built to last — which means second-hand IKEA is a genuinely good deal. The quality doesn't diminish. Only the price does. That's genuinely surprising.
The campaign platform "Get ready to be surprised" let us express each benefit — price, quality, convenience, returns policy — through the lens of human reaction. Every poster shows someone genuinely delighted. Every film earns that reaction.
Main Campaign Film
Short — Version 1
Short — Version 2
Store Posters — A2 · 7 Executions
"The quality doesn't diminish. Only the price does. That's genuinely surprising."
Seven poster executions, each finding a different human truth about pre-loved furniture. "Below budget, above expectations." "A returns policy that's jaw-dropping." "Pre-assembled, so you don't have to." Each one earns its reaction. None of them feel like an ad.