IKEA

NOT AS HARD

AS IT COULD BE

Print Campaign

2017

With .1% alcohol content, IKEA Cider Äpple is notably softer than its hard cider counterparts. By softening traditionally hard aesthetics — tattoo sleeves, leather jackets, motorcycle helmets— we comically position Cider Äpple as the soft apple cider.

Client: IKEA

Product: IKEA Cider Äpple

CW: Lily Zacharias

Role: Concept, Art Direction, Photography, Photo Editing