IKEA photographed everyday life from inside its FRAKTA bag

IKEA Sweden has given its familiar blue FRAKTA bag a new point of view by placing the camera at the bottom and looking out at the world through its open top.

FRAKTA Point of You uses the bag’s woven blue sides and yellow handles to frame ordinary scenes from picnics, laundry days and journeys. The product remains largely outside the viewer’s direct sight, yet its distinctive materials make every image immediately recognisable.

Created by NoA Åkestam Holst, the campaign shifts attention from what the bag looks like to everything people do with it.

The camera looked up from the bottom of the bag

Each execution shows an everyday moment from FRAKTA’s perspective. The camera sits inside the bag while people, objects and pieces of the surrounding environment appear above it.

One image shows a pigeon resting on the edge. Another looks towards a striped sock hanging from a washing line. Other executions include a beach ball and an aeroplane trail crossing the sky.

The blue texture creates a consistent border around every scene, while the yellow handles occasionally enter the composition. Together, these details transform the bag into a ready-made photographic frame.

The unusual angle also encourages viewers to imagine what might be happening outside the image. A sock suggests laundry, a vapour trail suggests travel and a beach ball suggests a day outdoors.

One bag received several everyday identities

The accompanying copy renames FRAKTA according to each situation. It becomes a Picnic Bag, Laundry Bag or Carry-on Bag without changing its physical design.

Every version is still priced at nine Swedish kronor. Repeating the same price reinforces the idea that customers are not being shown different products. They are seeing different interpretations of the same inexpensive bag.

FRAKTA was originally designed to help customers carry purchases from IKEA stores, but people have adopted it for moving homes, storing clothes, carrying equipment, visiting beaches and completing countless other everyday tasks.

The campaign recognises those unofficial uses instead of prescribing a single correct purpose.

IKEA relied on recognition instead of product explanation

FRAKTA has been part of Swedish life for more than 30 years. Its blue polypropylene material, large shape and yellow straps have become strongly associated with IKEA.

That familiarity allows the campaign to use very little conventional branding. It does not need a complete product photograph, a long explanation or an oversized logo. A narrow view of the material is enough to identify the bag.

This restraint supports the central idea. FRAKTA is already understood, so the advertising can focus on the people, places and routines surrounding it.

The product’s absence from a traditional beauty shot becomes part of its presence. Viewers see the world as the bag sees it, making its usefulness the real subject of every image.

FRAKTA became a flexible outdoor format

The campaign creates a visual system that can accommodate many situations while remaining consistent. The interior of the bag always forms the frame, but the world visible through it can continually change.

This makes FRAKTA Point of You especially suited to outdoor advertising. A simple scene and short product description can be understood quickly by someone walking or travelling past the placement.

The work ran nationally across outdoor, digital outdoor and print for four weeks during the Swedish spring. It continued IKEA Sweden’s “Wherever life goes” direction, which uses minimal imagery and recognisable situations to connect products with everyday behaviour.

By turning the FRAKTA bag into both the subject and the camera, IKEA found a new way to advertise an object people already know. The campaign does not attempt to reinvent the bag. It shows that customers have been reinventing its purpose for decades.

Credits

FRAKTA Point of You (2026), IKEA Sweden. Agency: NoA Åkestam Holst. Creative Director: Daniel Vaccino. Art Directors: Björn Lindén and Lisa Vaccino. Copywriter: Ida Backman. Junior Producer: Amanda Karolak. Producer: Hanna Yngvell. Account Manager: Anna Nollendorfs. Social Creative Strategist: Rosanna Hagald. Graphic Designers: Erika Nyström and Ville Askelöf. Creative Designer: Sofia Bergvall. Client Directors: Sophia Wattjersson and Annika Åhlund. Strategist: Stina Hansson Stålbröst. Photography and retouching: Bsmart. IKEA Marketing Communication Leader: Jonas Westberg. Integrated Media Leader: Emmeli René. Country Marketing Manager: Marijke de Laat. The campaign ran across outdoor, digital outdoor and print in Sweden for four weeks during spring 2026.