IKEA DAJLIEN A Campaign for a training collection

Campaign for home training collection DAJLIEN

DAJLIEN was a new collection of home training equipment. As the Art Director, I was deeply involved in shaping the advertising concept from the ground up, collaborating closely on creative ideas and strategic direction. I also oversaw still photography and worked hand-in-hand with the film production team. To motivate viewers to start exercising, we showcased energetic images of models performing simple workouts, all guided by the core message: “Training isn’t everything, but everything can be training.”

We emphasised vibrant, relatable moments, aiming to connect with the audience. Launched across all primary channels, this campaign helped position IKEA as an innovative brand and attracted significant international media attention.

Woman holding a dumbbell, focus on dumbbell

DAJLIEN Collection placed on valet stands

Yoga strap, mat and massageball shot from above

Close up on grey and yellow robe worn on woman

Woman working out on a bench with dumbell in hand

A training bench for storage with training equipment inside

An older woman and a younger woman in a room paved with wood on floor and walls. Training equipment are placed out in the room

Campaign on ikea.com and content for social media which included both commercials, videos, still images, and ideas on visual merchandising instore.

In collaboration with the Creative team: Mitte Blomqvist, Sasa Antic, Emilia Ljungberg, Fredrik Sweger, Linus Karlsson, and the great Production team at IKEA Marketing & Communications plus Pine film production.