Ikea's Latest Film Honors Its Iconic Blue Bag (And It Wasn't Inspired by Balenciaga)

Film About the Frakta Was Conceived Prior to Fashion Brand's Bag

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Ikea's new global spot pays tribute to its iconic Frakta blue bag -- but it wasn't made as a result of the Balenciaga incident earlier this year.

Instead, Creative Director Johan Holmgren at Acne Advertising explained, the agency had started working on this campaign about the Frakta bag in February -- so when, in April, Balenciaga brought out a bag that closely resembled the Ikea carrier, it was all prepared to create a response that subsequently went viral.

The results of the original project is here now, a beautifully crafted film (directed by Tompa & Rondo) that shows the bag being "the most hard-working bag in the world" -- and being used for all kinds of purposes all over the world, including shopping, a beach bag, a dog coat taking crops to market and even throwing out your lover.

But the message is about more than functionality -- it's about the bag as a symbol of Ikea's democratic mission to bring high quality to all. "Why should function and quality be a privilege for the few, if we can do something about it?" asks the voiceover. Balenciaga customers might well be asking the same question.

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Jun 02, 2017
Acne/Ikea Creative Hub
Creative Director:
Johan Holmgren
Creative Director:
Morten Kjaer
Art Director:
Tiago Pinho
David Aronson
Tompa & Rondo
Project Manager:
Lovisa Friman Bendz
Executive Producer:
Fredrik Skoglund
Executive Producer:
David Olsson
Tim Mardell
Managing Director:
Ori Mace
Assignment Leader:
Louice Alvarson
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