Ikea sends out cross-stitched IRL “emails” by agency Lida

26 October 2016

A new direct mail-out campaign from Swedish retailer Ikea has seen a selection of its customers receive cross-stitched IRL “emails”, created by marketing agency Lida.

The Handcrafted artworks depict an email window sewn on to hessian fabric, with every detail from the social media logos in the footer to the browser buttons included. The effect of the process – sewing each “dot” of the image in a cross, even gives a pixelated effect.

Based on a brief to “send an email without an email address”, Lida created the campaign with the underlying message of “craft and care”. It is aiming to establish a stronger relationship with the retailer’s Ikea Family members, and advertise a discount promotion.

Creative director on the project was Vaughan Townsend, art director was Andy Preston, executive creative director was Nicky Bullard, and designers were Mirjami Qin and Dan French.


Lida: Handcrafted for Ikea

Share Article

Further Info

About the Author

Jenny Brewer

Jenny oversees our editorial output across work, news and features. She was previously It’s Nice That's news editor. Get in touch with any big creative stories, tips, pitches, news and opinions, or questions about all things editorial.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.