BBDO Guerrero Philippines partners with IKEA Philippines on new brand proposition

BBDO Guerrero and IKEA Philippines have joined forces to usher in a new chapter for the brand in the country, with BBDO Guerrero appointed as IKEA Philippines’ agency on record and the two working together to introduce a new brand proposition: “One Piece at a Time.”

For Filipinos, creating the life and home they aspire to does not always happen in one big leap. Change can feel overwhelming, but taking it one step at a time makes progress more manageable. The new campaign is brought to life through a film centered on one of life’s more difficult changes: moving on.

The film follows a young woman as she navigates the aftermath of a breakup and finds herself packing up the belongings of someone who is no longer part of her life. What begins as a practical task takes an unexpected turn, with an IKEA SAMLA box becoming a small but meaningful part of her journey forward. The film captures how even the most significant changes can start with a single, manageable step.

With “One Piece at a Time,” IKEA aims to make home improvement feel more achievable and accessible. By offering durable, thoughtfully designed products at accessible prices, it seeks to give Filipino households practical ways to improve their homes, with solutions flexible enough to adapt as their needs change.

Francine Kahn-Gonzalez, CEO of BBDO Guerrero said: “We’re excited for the opportunity to work with IKEA Philippines and help shape the next phase of the brand’s growth in the market. IKEA is a globally admired brand with a strong point of view on creativity, accessibility, and everyday living. We look forward to building bold, inspiring ideas together that strengthen IKEA’s relationship with Filipinos – one piece at a time.”