Scandinavian flat-pack retailer Ikea rethought their iconic FRAKTA shopping bag by printing a set of lines on the inside of each bag turning it from “just” a bag into a private brand product with endless possibilities. It’s pretty much reflecting what the entire product range of IKEA promises. People were now able to turn the bag into items like a baby bib or an apron, picnic mats and even fun items like pet raincoats and camel mounts. The small change by Dubai-based agency Memac Ogilvy & Mather turned a functional product into an effective communication medium without a significant increase in production costs. It communicated IKEA’s core philosophy of making more from less effectively. On top of that, it encouraged its audience to share their own ideas with other consumers and the brand. The strategy was simple: turn IKEA’s biggest seller into a high reach medium that our audience could interact with.