The range of wireless charging IKEA products have been available in store since 2015. But for two years, this multi-award winning range did not seem to capture the attention of the region. The client brief to the agency was to speak to the design-conscious millennial in a way that they could relate to, while bringing out the cutting-edge feature of the products. The latest iPhone is the largest selling phone in the region. Which also makes the fear of the dying battery screen, one of the most common phobias of the region.

The design philosophy of IKEA is always simple and minimal. The banners were striking capture of the most viewed possession in our lives – the phone screen. The tension of the visual is built by one of the most dreaded predicament to find ourselves in – the critical red bar of a battery that is nearly dead. The twist of the campaign lay with display of the products, which came in lieu of the charger cable. To communicate IKEA will empower that you instead.