IKEA and NoA Akestam Holst Flip the Perspective in new Campaign for FRAKTA

May. 08, 2026

For over 30 years FRAKTA has been Sweden’s preferred way to go, when on the go. The iconic blue bag is a symbol of carrying on with everyday life, in any given situation. Picknicks, parties, laundry, beach-days, work-stuff, or just grabbing that last-second stuff for your last-minute-flight.

In a new national campaign running in OOH, DOOH and Print, agency NoA Åkestam Holst chose to focus on the person - rather than the product. The ads are shot from the bottom of the bag, capturing recognizable snapshots of everyday life.

Björn Lindén, Art Director at NoA Åkestam Holst said:

"Working with such a well-known product we figured that less is more, because FRAKTA is always FRAKTA. No need to scream and shout."

After last fall ́s launch of the concept “Wherever life goes”, widely praised for its minimalistic approach, IKEA Sweden have been picking up momentum and have grabbed top honors at recent award shows. This latest effort, titled “FRAKTA Point Of You”, will be live for four weeks during Swedish springtime.