IKEA FRAKTA LEJON
W+K SHANGHAI
SPRING 2020
What’s a Swedish Chinese New Year look like? We made some fantastic lions from the IKEAS's iconic FRAKTA bag that have been dancing their way through our office and 58 IKEA stores across China spreading CNY charm and warmth.
In addition to the bag itself, many precious materials, intricate craftsmanship and man hours were required to create each lion costume. It was important for us to strike a balance between authentic craftsmanship and fresh novelty when creating the FRAKTA LEJON.
In addition to the bag itself, many precious materials, intricate craftsmanship and man hours were required to create each lion costume. It was important for us to strike a balance between authentic craftsmanship and fresh novelty when creating the FRAKTA LEJON.
During 15 days of Chinese New Year, FRAKTA LEJON hacked the IKEA Tiktok channel with a series of short contents.
His stories went viral on social and became one of the TOP Swedish KOL in China.
Role: Art Direction | Creative | Part-time Lion Dancer