Influenced by media we tend to think we must follow trends. IKEA disagrees and believes you must take life in own hands: design your own life. In October, IKEA declared ‘Everyone = designer’. This recognition of creativity is interesting because it’s precisely the combination of your own ingenuity with that of IKEA that creates personalised interior designs. As great designers wear designer glasses, the opportunity was created for everyone, by simply putting on glasses! By massively spreading designer glasses with the statement, IKEA makes everyone a designer.‘Everyone = designer’ builds a solid basis for future activation campaigns

Before the campaign began, media and IKEA FAMILY members were personally invited to join in. To stimulate ‘Husselen’, a catchy number was composed and distributed. The music was used as backing for all the other media, such as TV commercials. The campaign was also supported by online advertising, outdoor and instore advertising with catchy call-to-actions. Anybody who didn’t want to start rearranging their furniture straight away could try ‘Husselen’ online. When room was left over or advice needed, people were forwarded to the IKEA website. Surplus furniture could be exchanged at the Hussel-market.