IKEA Sweden Cleans up its Act in New Outdoor Campaign

Aug. 26, 2026

The storage boxes are filled with everything from toys to clothes, vintage records, half-finished kids’ drawings, electronics, and pretty much everything you can (or can´t) imagine – resembling a typical home on any given Sunday.

Research from IKEA shows that 83 % of people in Sweden feel they have at least one room at home, that´s hard to keep tidy. The survey also lists the top 5 toughest spaces to keep organized according to Swedes.

• The closet – 24 %
• Garage/attic – 22 %
• Kitchen counter – 22 %
• Kitchen cupboards and drawers – 19 %
• Bathroom– 19 %

Tiago Pinho, Art Director at NoA Akestam Holst, IKEA's lead creative agency in Sweden said:

“The front of the billboards like any typical ad for home furnishing. But when you look again, there´s an honest twist. Everyday life is messy, then tidy, and then messy again. We think it´s nice to show both sides of the story”

 

Jonas Westberg, Marketing communication leader at IKEA Sweden said:

“Keeping your home clean is always a battle, regardless of if it´s a small flat, a castle, or something in between. We wanted to remind people of our great storage boxes in an out-of-the-box way hopefully we can stop people in their tracks.”

 

IKEAS Tidy Billboards pop-up in major cities starting during the end of August. The campaign will also run in social and digital channels.