Derrick Lin


Creative Agency: Memac Ogilvy & Mather
Project Type: Produced, Commercial Work
Client: Ikea
Location: Dubai
Packaging Contents: Ikea products
Packaging Substrate / Materials: 100 % polypropylene
Printing Process: Screen printing

We simply printed a set of lines on the inside of each FRAKTA bag turning it from “just” a bag into a product with endless possibilities. It’s pretty much reflecting what the entire product range of IKEA promises. People were now able to turn the bag into items like a baby bib or an apron, picnic mats and even fun items like pet raincoats and camel mounts.

The small change turned a functional product into an effective communication medium without a significant increase in production costs. It communicated IKEA’s core philosophy of making more from less effectively. On top of that it encouraged its audience to share their own ideas with other consumers and the brand.

The strategy was simple: turn IKEA’s biggest seller into a high reach medium that our audience could interact with.