A living branded content system exploring circularity as culture, not communication.
Master Project · Brand Strategy & Creative Direction · ADG Laus 2026 In Book Selection
The Problem
IKEA has practiced circularity for decades, but circularity as a brand message is exhausted. Everyone talks about sustainability. Almost no one builds it. The question was not how to say it better, but how to stop saying it altogether and make it something you can walk into.
Insight & Challenge
While sustainability and circularity are increasingly present in brand discourse, they often remain abstract in everyday life. The challenge was to translate these values into lived experiences, designing a branded content system capable of embedding circular thinking into daily behavior without relying on traditional advertising.
The Idea
ANDRA proposes a shift from campaign-based communication to a living branded content system. Conceived as a fictional circular town, ANDRA functions as a narrative, spatial and cultural ecosystem where IKEA’s values are experienced rather than explained.
Rather than producing isolated content pieces, ANDRA operates as an expandable universe, a place where stories, objects, spaces and people coexist under a single creative logic, allowing the project to grow over time without losing coherence.
What Was Recognized
The Elisava jury noted that the idea of a branded content town is almost unthinkable, and that if any brand could do it, it's IKEA. The ADG Laus selected it for InBook in the Aporta category: social impact, not advertising. The project was not read as a campaign. It was read as a proposal.
ANDRA is a model designed to be replicated and scaled. From an object, to a house, to an entire town.
Creative Direction · Brand Strategy · Narrative & Visual Direction
