IKEA Alsulaiman / Saudi Arabia / 2026Film · Social · Retail & Shopper · Digital & Tech · PR Stunts
Reverse Shop.
IKEA reverses its familiar brand assets to launch furniture buyback in Saudi Arabia.
- Brand
- IKEA Alsulaiman
- Agency
- Droga5 London
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Make the unfamiliar buyback service easy to understand and memorable: customers sell their used IKEA furniture and IKEA buys it back.
The idea
Turn shopping in reverse into a complete campaign system. Furniture faces backwards, films and music reverse, prices and messages read backwards, and a DOG HOT teaser reverses IKEA's snack. The idea extends through social creators, CRM, the app and in-store communication.
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- IKEA Alsulaiman
- Production
- Metcalfe Lancaster
- Audio post-production
- 750mph London
- Chief creative officer
- Tara Ford
- Executive creative director
- Juliana Paracencio
- Creative directors
- Jackson Byrne / James Leake
- Producer
- Ed Webster
- Sound mix
- Tristan Rose
