While exploring IKEA’s website, the first thing I noticed was a large visual of their iconic meatballs. It made me realize how strongly the product is connected to the brand. Thinking about my own experience, I noticed that even when I visit IKEA just to browse, I rarely leave without eating the meatballs. This observation led to the headline

“Tables Maybe, Meatballs For Sure.”

The visuals were kept simple and playful to stay close to IKEA’s style. To extend the idea, I created an ambient subway ad where the transit map is built using food elements. Mashed potatoes represent the yellow line and peas represent the green line. The line “Take a seat maybe, take a meatball for sure” connects IKEA’s furniture with its famous food and relates to commuters who see the ad while standing on the subway.