IKEA Convive Mejor: Living together has its stories. Design has its answers.

Year2025

(RETAIL / FURNITURE)

Branding

The starting point

Everyday life could feel like a horror film.

With the Convive Mejor campaign, IKEA set out to present its 2025 product highlights through the tensions of sharing a home. The concept drew on humor and horror imagery to address recognizable situations and introduce design solutions.

Details

The context behind the challenge.

Context shapes every project. These are some of the factors that shaped the challenge, the team and the work.

SERVICES: Digital
INDUSTRY: Consumer & Retail
COMPANY TYPE: B2C
STAGE: Established
MARKET: Spain
LINK: Ikea Convive Mejor

The challenge

How do you bring a campaign story into the digital space?

The experience had to connect everyday scenes and products without losing the campaign’s tone. The challenge was to sustain that relationship within a digital journey.

Our approach

Context gives the product meaning.

The campaign presents small household conflicts through a playful perspective. The digital proposition takes that world as its starting point for introducing IKEA’s new products.

Experience

An idea that invites participation.

The current case identifies an interactive experience with advergames and microinteractions. These elements connect the campaign narrative with a way of exploring the product world.

Outcome

A campaign with
its own digital expression.

The project brought Convive Mejor into a digital experience connected to IKEA’s new products. A journey where situations at home give context to the product presentation.

See the impact

What change
afterward.

Convive Mejor brought everyday situations at home into a digital experience with humor and participation. The campaign connects IKEA’s new products with an approachable way to explore how design can support life together.

+4.7 pp
New-product purchases.
Higher new-product buyer rate among participants versus the control group.
+9.5 pp
Greater impact among Gen Z.
Difference in new-product buyer rate versus the control group.
17.4%
Participation above forecast.
Among email openers: 3.4 percentage points above the mid-scenario forecast.

Everyday situations. New ways to take part.

And yes, it got noticed.

Recognized by some of the industry's leading awards.