Ikea Packages Instructions With Its Blue Bag on How to Cut It Into Other Useful Products

The many future lives of the Frakta

Headshot of Tim Nudd

Ikea’s top designer spoke in Amsterdam this week about the company’s commitment to sustainability. Well, here’s a fun example. In Dubai, the retailer started including instruction kits with its iconic blue Frakta bag, showing people how to give it a second life—as a baby bib, an apron, a picnic mats or even a pet raincoat (!).

“We simply printed a set of lines on the inside of each Frakta bag, turning it from ‘just’ a bag into a product with endless possibilities. It’s pretty much reflecting what the entire product range of Ikea promises,” says agency Memac Ogilvy & Mather, which dreamed up the idea.

The concept of repurposing products is hardly new. Our favorite example is from 2014, when Coca-Cola invented 16 crazy bottle caps to turn empty plastic Coke bottles into useful objects.

Check out how the Frakta instructions work in the video above. And remember, don’t do this with Balenciaga’s version of the Frakta bag.

Client: Ikea
Agency: Memac Ogilvy & Mather, Dubai
Chief Creative Officer: Paul Shearer
Executive Creative Director: Ramzi Moutran
Creative Director & Copywriter: Sascha Kuntze
Associate Creative Director: Juliana Paracencio
Design Director: Irfan Ghani
Designers: Irfan Ghani, Hyunseo Yoo
Illustrator: Hyunseo Yoo
Agency Producer: Tamara D’Costa
Account Director: Bernard Abou Nader
Production: Toil & Tinker

@nudd Tim Nudd is a former creative editor of Adweek.