Ikea shows its versatility by doing something most brands never attempt. A different commercial every day. Lemz Amsterdam sends out a new spot daily for 365 days.
How they make it possible. Production volume and distribution
To keep pace, the team produces 15 commercials in a day. That buffer keeps them ahead of schedule so they can deliver daily ads that feature online and appear randomly across TV stations.
The case study film
This is the case study film of the campaign, which continues today.
A few fast answers before you act
What is the Ikea 365 Campaign?
A campaign where Ikea runs a different commercial every day for 365 days.
Who creates it?
Lemz Amsterdam.
How do they keep up with daily output?
By producing 15 commercials in a day, creating a buffer so daily publishing stays consistent.
Where do the ads run?
Online and randomly across TV stations.
What is the core idea it proves?
Versatility, shown through relentless variety and sustained daily delivery.