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Swedish agency Åkestam Holst has spent the past year using Ikea to explore family dynamics in all shades—from relationship longevity to divorce, and most recently, a troubled passage between a father and daughter.
But while those ads were fairly subtle, its latest effort minces no words. “Retail Therapy” puts Ikea’s “Where Life Happens” campaign into blunt action with a website where products are renamed to match common Google searches in Sweden.
It’s a cheeky SEO play, but these aren’t just any queries.