IKEA turns FRAKTA into a window to everyday life

IKEA is putting one of its most recognisable products at the centre of a playful new OOH campaign that transforms the iconic blue FRAKTA bag into a literal frame for everyday moments. 

Created by NoA | Åkestam Holst, the campaign reimagines the inside of the FRAKTA bag as different slices of daily life, turning ordinary routines into minimalist outdoor storytelling. 

The creative flips perspective entirely. Instead of showing people carrying the bag, the campaign places viewers inside it. Across the executions, audiences see scenes from the bag’s point of view: laundry hanging on a clothesline, an airplane cutting through the sky, picnic moments, beach essentials, and even a pigeon peeking into the frame. Each visual subtly reinforces the versatility of the FRAKTA bag without overcomplicating the message. 

 The campaign uses a stripped-back visual language, staying true to IKEA’s signature simplicity while allowing the recognisable blue colour palette and the bag’s structure to do most of the storytelling. The executions also play into the familiarity of the product, a bag so universally used that audiences instantly understand the context without explanation. 

“Get carried away (literally),” the agency wrote while introducing the campaign, describing it as a series of “slices of everyday life from a simple point of view.”