This Campaign Suggests Alternate Uses for the IKEA Frakta Bag

 - May 25, 2017
References: ikea & packagingoftheworld
After designer brand Balenciaga released an oversized bag that looked like the iconic IKEA Frakta bag, consumers have begun to see the affordable carry-all from the furniture brand in a new light. In fact, many fashion brands have been using the bag's elements as the inspiration for everything from hats and hoodies to bras.

To further increase the value of the simple carryall, IKEA worked with Memac Ogilvy & Mather on a campaign to make this bestselling item even more versatile.

The campaign involved printing a set of lines on the inside of the bag, making it possible for consumers to turn the satchel into everything from a baby bib to a kitchen apron, or even something as outrageous as a covering for a camel's back.