Vitality weeks at IKEA were born out of the need to create traffic to the stores in a new way.
IKEA used to display products and low prices in their traffic building campaigns, but the consumer is not teased by those messages anymore. We want to tell them a story about seasonality, inspiration and connect with them emotionally rather than rationally.

We created a format wich is based on lifting some moments in your daily life out of the banality. IKEA inspires the customers to enjoy the small things in life, by transforming them in small moments of joy.
There will be 7 different weeks (and themes) this year with each outdoors, radio, bannering and social media.

PREPARATION: moodboard and some sketches


FIRST VITALITY WEEK: Les instants café / De koffie moments

FR: "Dimanche" - 20sec

FR: "Bavette" - 20sec

FR: "Brunch" - 20sec

NL: "Zondag" - 20sec

NL: "Babbel" - 20sec