Ikea ads show flooded rooms after devastating rains Thailand

Ikea is tweaking its most iconic form of advertising—print ads showing rooms full of furniture, with the names and prices of different items—to feature flooded rooms after heavy monsoon rains in Thailand destroyed many homes.

Also read: 13 creative campaigns to know about today

“They lost more than a home,” a series of ads from VML Thailand say. The ads point out different pieces of furniture, with a blurb about the personal ways each item was used. Additional copy urges people to donate their own Ikea furniture to those affected by the floods.

The “Flooded Rooms” campaign launched within 24 hours of the disaster to provide immediate relief. Ikea is working with The Mirror Foundation, a leading organization assisting flood victims, on getting the furniture quickly to those who need it.

The ads have been running online and in stores.

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• Inside Deutsch LA’s rebrand as Deutsch.
• How consumers feel about AI in ads.
• Inside the design of CosMc’s, the McDonald’s spinoff.
• RIP, Jim Riswold.
• Meet the most client-y client ever.
• The best ads of 2024 (so far).
• 15 hidden gems among the Cannes Lions winners.

Sign up for our daily Creativity newsletter to see the best stories of the day.