IKEA transforms windows into ads with new roller blinds campaign

In collaboration with Åkestam Holst NoA, IKEA Sweden has introduced specially printed roller blinds that not only block out the sun but also display a price and a product from IKEA's sleep range on the outside, such as pillows, duvets, and mattresses. This turns every window into an advertisement for IKEA when the blinds are drawn.

The idea is simple: IKEA invited everyone to become one of their sleepfluencers. The selected participants received a roller blind free of charge in exchange for turning their windows into billboards for IKEA while they slept.

– “This was a way for us to give back to our customers while also gaining visibility in a new and innovative way,” says Jonas Westberg, Marketing Communication Leader at IKEA Sweden. “The campaign is a fun and unconventional way to help people sleep well while also promoting our affordable range to even more people.”

The campaign, which launched in Sweden, has seen an enthusiastic response. Roller blinds have been sent out to households across the country, turning windows into ads while helping more people get a good night’s sleep.

– “As with all our campaigns, we aimed to highlight the essence of IKEA’s Democratic Design – making great products accessible to everyone,” says Michal Sitkiewicz, one of the creatives at Åkestam Holst NoA. “This campaign is a playful example of how we could take a simple everyday product and turn it into something both functional and innovative.”

IKEA Sweden:
Jonas Westberg, Marketing Communication Leader, IKEA Sweden
Sanna Green, Integrated media leader, IKEA Sweden
Felicia Asklund, Marketing Communications Manager, IKEA Sweden

Åkestam Holst NoA
Michal Sitkiewicz, Art Director
Eva Wallmark, Art Director
Rickard Beskow, Copywriter
Sophia Wattjersson, Client Director
Anna Nollendorfs, Account Manager
Daniel Vaccino, Creative Director
Anna Forsberg, Final art
John Müllendorfs, Production
Sindra Liebe, Planner
Jerker Winther, Head of Planning
Hugo Wallmo, Creative designer
Carlos Carrasco, DoP/Editor/Grade
Joanna Nilsson, Film Producer