IKEA launches Tidy Billboards campaign in Sweden

IKEA Sweden and the agency NoA Åkestam Holst have launched a creative outdoor advertising campaign titled ‘Tidy Billboards’ in cities such as Stockholm and Malmö. The campaign utilizes the reverse side of billboards to contrast the polished image of a tidy home with the messy reality of everyday life.

While the front of the advertisements displays traditional, perfectly organized home decor, the back of the billboards reveals a cluttered environment filled with toys, clothes, electronics, and drawings. These items are shown organized within IKEA’s SAMLA storage boxes, positioning the product as a solution for managing household chaos.

The campaign is based on IKEA research indicating that 83% of Swedes struggle to maintain order in at least one area of their homes. According to the study, the most difficult spaces to keep organized are closets (24%), followed by garages or attics (22%), kitchen counters (22%), kitchen cupboards (19%), and bathrooms (19%).