It has been 30 years since the IKEA Blue Bag, known as the FRAKTA, was first released.
In the opening scenes, a voiceover narration refers to it as “the most hardworking bag in the world”.
The film then goes on to depict various scenarios and ways in which the IKEA FRAKTA bag, also known as The Blue Bag, is used around the world.
The narration continues, “Why should function and quality be a privilege for a few, if we can do something about it?”
The question, and indeed the film, is poignant and timely against a backdrop of the slew of FRAKTA spin-off items that have hit the market recently.
Such products include fashion accessories like luxury bags and caps that are priced at a premium or released in limited quantities, going against IKEA’s motto that products should be made for the everyman.
The 1:15 film is created by ACNE agency in partnership with the IKEA Creative Hub.