BBDO Guerrero and IKEA Philippines have joined forces to usher in a new chapter for the brand in the country, with BBDO Guerrero appointed as IKEA Philippines’ agency on record and the two working together to introduce a new brand proposition: “One Piece at a Time.”
For Filipinos, creating the life and home they aspire to does not always happen in one big leap. Change can feel overwhelming, but taking it one step at a time makes progress more manageable. The new campaign is brought to life through a film centered on one of life’s more difficult changes: moving on.
The film follows a young woman as she navigates the aftermath of a breakup and finds herself packing up the belongings of someone who is no longer part of her life. What begins as a practical task takes an unexpected turn, with an IKEA SAMLA box becoming a small but meaningful part of her journey forward. The film captures how even the most significant changes can start with a single, manageable step.
With “One Piece at a Time,” IKEA aims to make home improvement feel more achievable and accessible. Its affordable, functional, and thoughtfully designed products give Filipinos practical ways to make a difference in their homes today, with flexible solutions that can adapt to changing needs and quality designed to last.
Francine Kahn-Gonzalez, CEO of BBDO Guerrero said: “We’re excited for the opportunity to work with IKEA Philippines and help shape the next phase of the brand’s growth in the market. IKEA is a globally admired brand with a strong point of view on creativity, accessibility, and everyday living. We look forward to building bold, inspiring ideas together that strengthen IKEA’s relationship with Filipinos–one piece at a time.”
To discover more inspiration, ideas, and the latest from IKEA Philippines as One Piece at a Time comes to life, follow IKEA Philippines on Facebook (@IKEAPhilippinesOfficial), Instagram (@ikeaphilippines), TikTok (@ikeaphilippines), and YouTube (@IKEAPhilippinesOfficial).
