Home
Case studies
IKEA Retail Polska

Stories that mean more.

An authentic documentary about working at IKEA, produced as part of a wide-reaching "IKEA. Action!" project that engaged the whole organization.

Client: IKEA Retail Polska
Year: 2022
Scope: Project strategy and naming, documentary film production, internal and external campaign, premiere event, social media promotion
Service: Employer Branding

IKEA Retail Polska – Stories that mean more

Challenge

How do you strengthen the "So Much More" platform in an authentic, honest way?

The inspiration was the "So Much More" EB communication platform, which we had the chance to help launch on the Polish market. Looking for new ways to amplify its message, we landed on the idea of a documentary telling the unvarnished story of working at IKEA.

One of the biggest challenges was finding the right director, someone who could lead the project in line with the client's values, as well as subcontractors able to deliver the full shoot. After an intensive search, we brought documentary director Szymon Wasylów and the RED Film Production team on board.

Idea

A documentary instead of a corporate video.

We wrapped the whole thing in a concept called "IKEA. Action!" – developing the naming and visual identity for the project and organizing activities that engaged employees directly: a training webinar, an internal film contest with public voting, and workshops for the winners.

Together with the director and production team, we worked on the script, filming and post-production – 8 shoot days in total, across 4 different IKEA locations.

Execution

A non-standard project called for an equally non-standard premiere. The first official screening took place in a cinema, with an online premiere following right after. The biggest challenge at this stage was finding the right cinema – one that, while not a multiplex, would be accessible to people with disabilities. After the premiere, we organized local screenings at IKEA locations across Poland.

We also prepared recommendations for the film's long-term promotion on social media and handled full moderation of the campaign. We promoted the documentary offline too, leaning into the ecological side of the giveaways – such as fanny packs sewn from the set walls used earlier during the screenings and premiere.