Acutely aware of how the challenges of the pandemic were driving up people’s stress levels, Ikea wanted to lean into the potential benefits of play - at home - as an activity and mindset.

 

Though the pandemic was receding, growing cost-of-living concerns meant simple discounts alone would not be enough. The 'Let play unwide your mind' campaign was created; aimed at giving Ikea Family members inspirational tid-bits on how they can bring play into their homes, beginning with a Direct mailer with a fun and enticing offer to encourage them into store.