Some Assembly Required

Entire Advertising Campaign

2026

Jools Smolders, Amsterdam
w: readymag.website/4991790

Program: Fashion & Branding
School: Amsterdam Fashion Institute

Winning Entry: youtu.be/nGquTByXshE

Real connection takes time, effort, and patience—things Gen Z often feel they haven't had the chance to practise. IKEA's flat-pack furniture is the perfect metaphor for emotional connection: messy, confusing, sometimes frustrating, but deeply rewarding when built together. Some Assembly Required is a campaign for IKEA that encourages people to relearn how to build meaningful connections, one screw, one conversation, and one small shared act at a time.