With their latest back-to-school program, IKEA was looking for a way to connect with Gen Z consumers. Working with Pigeon we created an online campaign which leveraged the personal styles of students to influence the furniture, give it authenticity and meaning, not the other way around (quite a fresh take for a global brand). 

We created a series of spaces 'influenced’ by the individuality of real students, not influencers and paired them with Gen Z style headlines that spoke to the confidence students can have, when they make a space their own.