Neuroscience shows our brains judge products by their price in an instant.

For IKEA, a brand built on the belief that great quality shouldn't come with a high price tag, that's a problem.

So we hid the price and let the quality speak for itself.


Cannes - Shortlist / Creative Strategy
Campaign UK - Ad of the day
Ad Age - Ad of the day
The Drum - Ad of the day
Lürzer's Archive - 1/2026

Shot by Marloes Haarmans
Working with Avril Delaney and Ivan Montebello