IKEA turns FRAKTA into a portrait of everyday Italy
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
11/15
Depth
5/15
5-Axis Cultural Radar
IKEA Italy is celebrating 30 years of its blue FRAKTA bag by documenting what happens to it after checkout, turning real consumer behaviour into a ten-image campaign by Ogilvy Italy. Called “Belli organizzati”, a play on the beauty of being organised, the photographic series is based on IKEA research into how Italians reuse the bag. […]
