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IKEA Blue Bag

Short film created, directed and produced by Acne for IKEA to celebrate the iconic blue bag.

Disciplines: Advertising/Creative

Sector: Home Decor

Agency: IKEA Blue Bag, ACNE

BITE Insight

Sometimes it’s the simple things in life that are the most exceptional. IKEA’s blue plastic Frakta shopping bag embodies this exceptional simplicity, an iconic symbol of what IKEA stands for: the wonderful every day.

Arguably one of the more recognisable designs in recent history, the Frakta bag turns 30 this year. To celebrate, IKEA, alongside the creative agency ACNE, created a honorary film. It demonstrates the versatility of the bag all over the world, from a fashion accessory to a spurned lover’s carrier and a simple beach bag. 

The comparison to Balenciaga’s £1,000 bag catapulted the Frakta into the global spotlight in April. However, IKEA had always been planning to celebrate their beloved bag this year. ACNE had been working on the ad since February and it was simply fortuitous that the Balenciaga PR idea captured the media’s attention.

The internet became awash with Frakta-made products, from a dog jacket to bucket hats and even a Balenciaga-inspired trainer, prompting IKEA to launch the bag with a set of DIY instructions to inspire the creatively minded.

IKEA, with ACNE, embraced the imitations, choosing to promote the creativity behind them rather than take offence at the copy. It is after all, as the ad so celebrates, “the most hardworking bag in the world”.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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