Moving house is exciting, means new beginnings, but it also comes with its challenges. And as we all know, it’s a big investment, so many of us cling to second-hand pieces or hold on to things “just in case”.
IKEA’s campaign flipped that behaviour by encouraging people to exchange what no longer fits their style for something that truly does. By reframing moving as an opportunity, the brand positioned itself as a partner in fresh starts.
