SPEC · IKEA
IKEA
Two directions. One says out loud the other job people give a product at home. The other starts with the moment that sends someone shopping, then makes the product the answer.
CATEGORY
Furniture
OBJECTIVE
Sell the product, not the brand
RULE
Product, size, price. Nothing else
Direction A
What it’s for, versus what you use it for
IKEA calls it a POÄNG. Once it’s yours, it becomes the laundry chair.
Instead of selling what it is, I named what it turns into.
BILLY does the same thing. Six shelves, no books.
Direction B
The moment you realize you need one
Nobody wakes up wanting a sofa-bed, until someone’s coming to stay over, or two people move in with one closet between them.
I sold insurance before I did marketing and it’s the same thing there. Nobody shops for it until something happens, then they call.
Direction B is that moment. The product becomes the solution to your problem.
WORK
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SPEC · AIR CANADA
Air Canada
Two directions. One makes the route and the flight the thing being advertised. The other gives someone who already has a ticket a reason to upgrade.
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SPEC · FICTIONAL BRAND
POC Clear Aligners
A fictional brand built around one habit: hiding your smile so often you stop noticing. Three executions carry it from public, to personal, to alone.
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Self-initiated concepts and ideas, not commissioned by the brands shown.