Life is Better Together — IKEA HK 45th Anniversary
IKEA's 45th anniversary in Hong Kong. A beloved global brand, a city full of stories, and a FRAKTA bag that somehow appears in every single one of them. My job: make sure not a single pixel let the side down.
2019 - 2020
THE CRAFT OF LOCALISATION.
The campaign's heart was already there — everyday Hong Kongers, living their lives alongside the IKEA products that had quietly become part of the city's furniture. The FRAKTA bag. The MAMMUT stool. Objects so familiar they'd stopped being products and started being memories.
My role was Visual Guardianship. Taking charge of the execution phase, I became the person responsible for ensuring that the warmth of Hong Kong life translated perfectly across every single deliverable — without losing a millimetre of IKEA's signature clean, honest aesthetic. Photography retouching. Typography. TVC super integrations. Colour grading. Every detail reviewed, every inconsistency caught before it could breathe.
A global brand running a local campaign has one job: feel local without losing itself. That tension lives entirely in the execution. One careless colour grade, one misaligned typeface, one TVC super that doesn't quite fit — and the whole thing starts to look like a global template with local faces swapped in. That's the version nobody remembers.
End-to-end post-production pipeline managed across an extensive suite of deliverables.
Master KVs, city-wide OOH, and complex in-store POSM displays rolled out seamlessly across Hong Kong.
Campaign reinforced IKEA's emotional connection with the local community — bulletproof production management that made a massive campaign feel effortless.
