campaign · 2026
Sometimes we behave like animals.
Made to Last
The background
Furniture brands test in labs. But furniture doesn't live in labs.
It lives in first apartments, shared houses and student rooms. Places where life happens at full speed, and where we sometimes behave like animals. IKEA has survived all of it for over 80 years.
The proof, live
Has survived in the lion enclosure
Phase 1
The Test.
So we ran the most extreme test we could, and made it watchable: ten IKEA icons, ten animal enclosures, thirty days, streamed live. It never claims durability, it just lets people watch the furniture hold up, and share it. Then the proof goes out onto the street.
LACK · For the wild ones, including you.
Each piece met the animal most likely to test it.
The reach
Built to be watched, and shared.
A live hub on ikea.it, streams running on YouTube, Twitch and TikTok, and a feed filling up with reactions. No edits, no controlled conditions, the audience right there in the room.
Phase two
The Rating.
Survive the full thirty days and a piece graduates: a Wild-Tested tag in store, then a five-tier rating across the whole catalogue, from Parrot to Rhino. Durability you can read at a glance.
IN STORE
ONLINE
