IKEA · United Kingdom · 2026Film · Social · OOH
Storage Is Sexy.
IKEA made wardrobe organisation the premise of a dating show, inviting singles to judge potential partners through their PAX wardrobes.
- Brand
- IKEA
- Agency
- Mother London
- Market
- United Kingdom
- Region
- Global
- Year
- 2026
The challenge
The campaign set out to give storage a role in entertainment by connecting how people organise their belongings with what they reveal about themselves.
The idea
Hosted by Charley Marlowe, the two-episode show asks whether someone’s wardrobe can make them an attractive match. The format places the PAX system at the centre of the decision. Outdoor executions extend the idea with wardrobes presented like dating profiles, turning practical storage features into playful expressions of personality.
Case study source: Mother London Source ↗
Credits
- Brand
- IKEA
- Production
- Faithful Hound
- Director
- Chris Faith
- Host
- Charley Marlowe
