With “Dream the Possibilities,” Ikea’s first work from David New York, the brand isn’t selling just kitchens and couches —
it’s selling hope on a budget. The campaign finds humor in domestic chaos but also empathy in the fact that for many Americans, a “dream home” now feels more like a distant fantasy
than a Pinterest board. Ikea’s bet? That a few affordable tweaks can make even a stuck-at-home life feel a little more like your own.
Christine Whitehawk, marketing communications manager of
Ikea U.S., tells Retail Insider about the new work, which spans traditional media to immersive kitchen experiences.
This interview has been edited for length and clarity.
Retail Insider: Why was this
the right moment for Ikea to launch a new brand platform?
Whitehawk: We’re always gathering insights about our consumers, making sure
we’re meeting their needs with solutions that fit their lives. We realized that while Ikea has always partnered with consumers to make their dreams come true — that’s our mission of
democratic design — people are finding it harder and harder to achieve those dreams.
So this idea of “dreaming the possibilities” felt more
relevant than ever. When we went through the agency review last spring, we wanted to focus on this cultural moment and communicate that promise to consumers.
Retail Insider: Why choose David as your new agency?
Whitehawk: Its
approach was very modern, but it also helped us reconnect with our roots: humor, warmth and what we call that “twinkle in the eye.” The David team brought that lightness into every
meeting. It’s not laugh-out-loud funny, but there’s a subtle wit and joy that feel true to Ikea.
Retail
Insider: Which spots best capture that tone?
Whitehawk: I love the one where the older woman thinks the young associate is flirting with her because she got a discount — that always makes people smile. We spent a lot of
time getting her look right. I also love the brand spot. I’ve done many montage spots, but this one feels especially relatable.
Retail Insider: How would you describe
consumers’ mood right now?
Whitehawk: People are cautious. Interest rates aren’t where home buyers want them, and there’s
an inventory problem. That keeps many in place longer, which sometimes sparks renovation: “If we’re staying, let’s redo the kitchen.” But uncertainty slows big-ticket
purchases, and inflation still pinches budgets.
At the same time, we’re seeing more talk about cooking and spending time with family. That’s what
inspired our focus on complete cooking and eating. We can help with the whole solution or just small upgrades. Even small upgrades — a kitchen island or better spice drawer —
make your space happier.
Retail Insider: Spice drawer?
Whitehawk: I have an amazing spice drawer. I showed a picture to one of our kitchen designers, and he thought it
was from Pinterest. I used Ikea drawer liners, which are this very simple purchase, so jars don’t slide around. You don't have to buy all the cabinets and everything else to achieve that.
Retail Insider: You also launched a sister platform for Hispanic audiences, “Sueña sin medida.” Why not
just translate the original?
Whitehawk: Because we wanted to go deeper. That work celebrates the cultural importance of food and the
multigenerational family — everyone together in the kitchen, helping out, celebrating. It’s not just about products; it’s about connection.
Retail Insider: How are you getting the word
out?
Whitehawk: TV is still powerful for awareness, especially live sports. Since we’re based near
Philadelphia, we’ve been buying Eagles games — that’s new for us — along with digital and social extensions.
Retail Insider: The New York kitchen experience looks like a big effort for a single market. Why invest in that?
Whitehawk: Because it lets people experience the campaign in real life. We partner with a great PR team to amplify it, with press and influencer events
so more people see it online. Visitors can cook, taste and try our products — from new cookware to foldable tables — and leave with inspiration. It’s another way to show that design
isn’t distant or elite. You can see, touch and taste how small changes can make home feel a little more yours.