IKEA - The Vallen Key

In pop culture, IKEA is known for testing couples' relationships, even being labelled a "relationship-ruiner." In reality, IKEA is the first port of call for all couples taking their relationship to the next level. So, we created and produced the ultimate gesture of love for romantics to use when popping the big question on Valentine’s Day.

Crazily enough, it was made in Melbourne and, after a thousand deaths, launched in Dubai.

Every love story has it’s origin story

This is ours.

In 2022, we were tasked with coming up with ideas for IKEA based around calendar moments—Fun brand-building ideas.

We started with the truth that, although IKEA is often seen as a relationship ruiner, it’s the first place all young couples visit when they decide to move in together. So, we created the Vallen Key, which was set to launch on Valentine’s Day 2023. We made 500 bespoke symbols of love and were just days away from shooting a launch film when the client got cold feet and left us at the altar.

With our Vallen Keys, instruction manuals and IKEA inspired packaging, and no home for it to go, we did what any hungry creative team with a ready-to-launch idea would do.

We reached out to IMPACT BBDO, the only other agency in the group with IKEA as a client. After months of on-again, off-again discussions, we finally launched our partnership on Valentine’s Day 2024. And the rest was history.

We learnt a lot. Most importantly, love (of an idea) is worth fighting for.