The Work is Mysterious and Important

IKEA captures the moment.

A brilliant social activation by IKEA. A simple social post with the iconic Severance set design, haunting soundtrack, and IKEA products.

A post shared by @ikeausa

The inspiration came out of IKEA India. Australia followed suit by reposting. Then IKEA USA posted on Instagram yesterday. Glad to see a smart creative concept get the exposure it deserves.

At least one company-State Farm-did a full partnership with Severance including advertising. But to me, the IKEA move feels more pure and authentic. A marketing win.

If only they sold the green wall-to-wall carpet. IKEA, celebrate with a Choreography and Merriment moment. Kier would be proud.