ABSURDLY SIMPLE

Simplicity sets IKEA’s furniture apart, but affording the home to put it in is absurdly difficult. So, IKEA is promoting an absurdly simple solution to the housing crisis with an absurdly simple campaign. Introducing Omöjlig, a new product line of affordable kit homes.

“Commercial” Real Estate

The housing market turned for the worse when homes became money-making investments. The world needs a simple reminder: homes are meant for living in, not cashing out of. So, IKEA is building a house of billboards in the middle of Times Square to demonstrate the absurd way our society views homes—as cash cows.

The Home Remedy, Omöjlig

Many Americans overlook the kit home as a viable solution to their exasperating house hunt. By launching it as a new product line from a trusted brand, IKEA is normalizing the trend.

1. Buy it

Kit homes are still foreign to many, so instructions will be available online to introduce you to the process.

2. Customize it

Every home is customizable via the new interactive product launch page, so you can edit a template or create it yourself from scratch.

3. Build it

Each purchase includes the option to either assemble yourself using the iconic IKEA instructions or get help from our pros, who will put your home together for you.

Copy: JEREMY JONES

Art: SEBASTIAN COLLAZOS