IKEA Family Credit Card Launch
Role: Joint Lead Creative
Photographer: Hannah Maule-ffinch
IKEA tasked us with creating a launch campaign that clearly communicated the benefits of the new IKEA Family credit card and showed how IKEA will reward responsible spending.
We quickly realised that this campaign shouldn’t be focused on lavish spending or unrealistic plans – but responsible, manageable spending and the reassurance or bit of comfort a credit card can bring.
Deliverables: Creative concepts | In store and digital collateral | Art Direction | Design | Production
Launch collateral
We featured real people, highlighting natural moments within different home scenarios to showcase the emotional benefits of the IKEA Family credit card – focusing on the feelings of reassurance, joy or comfort, which come from living life in a sustainable but fulfilled way.
To capture the feelings or emotions of each moment, we used a series of 3 images, taken from different angles or capturing different expressions or actions, in a ’photoburst’ effect – inspired by my own attempt at capturing moments with my son. This use of multiple images helped establish an ownable visual identity for the credit card, giving it standout within the store, and alongside other collateral and media.
A photo montage of me and my son – my inspiration behind the art direction.