IKEA Philippines appoints agency, launches campaign on life's turning points

IKEA Philippines has appointed BBDO Guerrero as its agency of record, with the partnership kicking off with a new brand proposition, “One piece at a time”, aimed at making home improvement feel more accessible to Filipino households.

The proposition centres on the idea that building an aspirational home, like navigating life’s changes, does not have to happen all at once. Instead, progress can begin with small, manageable steps.

To introduce the proposition, IKEA Philippines and BBDO Guerrero have released a campaign film that explores the emotional aftermath of a breakup. The film follows a young woman packing up the belongings of a former partner, turning what begins as a practical task into a step towards moving on.

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At the centre of the story is IKEA’s SAMLA storage box, which becomes a small but meaningful part of her journey forward. The film uses an everyday household product to illustrate how seemingly minor actions can help people navigate significant life changes.

The campaign also reflects IKEA’s wider proposition of making home improvement more achievable through durable, thoughtfully designed products at accessible prices. The brand aims to offer Filipino households practical 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. 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,” said Francine Kahn-Gonzalez, CEO of BBDO Guerrero.

The appointment marks a new phase in IKEA Philippines’ brand communications, with the two companies set to work together on creative ideas intended to strengthen the retailer’s relationship with local consumers.

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