Acne Celebrate the Ikea Blue Bag

I use mine to keep Tupperware in. My mum puts one under the dogs bed to stop the carpet getting wet and dirty. I have a drag queen friend who wears two of them as a particularly eye-catching ensemble.

Whatever you do with them, Ikea blue bags (or 'Frakta' if you're feeling a little Scandinavian) are a part of most of our lives. As such Acne/Ikea Creative Hub's latest ad is a tribute to the hearty blue bag on the date of its 30th anniversary.

This ad follows on from the agency's recent viral print ad [above], which reacted to a Balenciaga bag that took design inspiration from a Frakta bag. With that ad seen by millions of people, the agency is doubling down on its Frakta fanaticism with The Blue Bag.

In this ad, directed by Tompa & Rondo, we see the myriad of ways people use the bag in their everyday lives all over the world. People use it as makeshift umbrellas, a woman fills one with the stuff of what looks like her cheating boyfriend's stuff, and someone turns one into a fetching dog poncho.

A spokesperson for Acne said of the blue bag, "Frakta is a real symbol of what Ikea stands for. Ikea is for everyone, the ones with thin wallets and the ones with larger wallets. Ikea makes design, quality and functionality available for the many people. Being part of everyone’s every day. And that is what we show in the campaign."

They also told us that a Frakta bag could carry 2500 Ikea meatballs, which was good to know.