IKEA Change in the Oval Office

IKEA is running an advertising campaign, “Embrace Change ’09”, connecting in with the inauguration of Barack Obama as President of the United States of America. The campaign began with a replica of the Oval Office placed inside Union Station in Washington DC, furnished with Ikea furniture and guarded by security officers. Between Monday 12th and Wednesday 14th of January commuters were able to experience first hand what it might be like to join in Barack Obama’s commitment to change and fiscal responsibility, and sign a guestbook to be sent to the Obama family.

IKEA Oval Office in Union Station, Washington DC


Out-of-home billboards featuring the “Embrace Change ‘09″ slogan were seen on Washington DC buses and trains. Ikea held a two day “mock motorcade,” touring the D.C. area on the 15th and 16th of January, strapping furniture fit for a president on top of a limo and two Suburbans to symbolize the incoming president and his family moving into their new home. However not everyone was impressed. A Twitter group, IKEAGreen, was set up to protest at the use of gas guzzling vehicles in the motorcade.

IKEA billboard Change Begins At Home

On the day of the inauguration IKEA launched the interactive site, www.embracechange09.com, where Ikea fans can design their own Oval Office using a drop-and-drag click tool, enter for a $1,500 gift card giveaway, and send furnishing suggestions to the White House. Unfortunately the IKEA range doesn’t include a large desk that would normally be used by an executive with a lot of paperwork.


IKEA Embrace the Change site

The Change campaign was developed at Deutsch USA.

Filed under: Barack Obama, Design, IKEA, Interactive, Print

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  • http://www.ikeafans.com James

    It’s a really interesting campaign, largely because it’s drawn so much response! After posting on so many blogs covering this topic, I finally started a series of articles on our own blog to present another side of the topic that we have’t really seen represented elsewhere: http://www.ikeafans.com/blog/tag/obama/.

    I’ve seen a lot of knee-jerk responses to the campaign and the perceived bandwagonish nature of it, but not much actual discussion.

    ::shrug::