IKEA Mother’s Day

From a joke to $40,000

Creative Strategy, Messaging, Art Direction

It began as a funny thought, then the client bought it.

IKEA didn’t send out a brief for Mother’s Day, but we tried to crack something really funny anyway. We thought, “What joke can Asians relate to?”

Asian moms: “Don’t need to buy me presents, just clean your room.”

IKEA thought it was a good one, so they paid us $40,000 to boost it across the SEA markets.