IKEA Philippines has appointed BBDO Guerrero as its agency of record and introduced a new brand proposition, “One Piece at a Time,” in the Philippines.
The new proposition is brought to life through a film centered on moving on after a breakup. The film follows a young woman packing up the belongings of someone who is no longer part of her life.
An IKEA SAMLA box becomes part of her journey as she begins to move forward, with the film depicting how significant changes can start with a single, manageable step.
According to the release, with “One Piece at a Time,” IKEA aims to make home improvement feel more achievable and accessible. The brand said its products are designed to offer Filipino households practical ways to improve their homes, with solutions that can adapt as their needs change.
“We’re excited for the opportunity to work with IKEA Philippines and help shape the next phase of the brand’s growth in the market,” said Francine Kahn-Gonzalez, CEO, BBDO Guerrero.
“IKEA is a globally admired brand with a strong point of view on creativity, accessibility, and everyday living. We look forward to building bold, inspiring ideas together that strengthen IKEA’s relationship with Filipinos–one piece at a time.”
