Creative FRAKTA designs include an apron, a baby bib and even a raincoat for pets

Furniture giant IKEA is all about making more from less. In Dubai, agency Memac Ogilvy came up with the idea of making a small change to their FRAKTA bag that could make a big difference and give it a second life. By printing a simple set of lines on the inside of the iconic blue bags, they turned it into a product with endless possibilities.

People were able to transform the bag into items as varied as a baby bib, an apron, a picnic mat, a pet raincoat, a superhero cape for kids and a camel mount. The promotional FRAKA bags were sold out within a week.

IKEA Dubai | Memac Ogilvy

Furniture giant IKEA is all about making more from less. In Dubai, agency Memac Ogilvy came up with the idea of making a small change to their FRAKTA bag that could make a big difference and give it a second life. By printing a simple set of lines on the inside of the iconic blue bags, they turned it into a product with endless possibilities.

People were able to transform the bag into items as varied as a baby bib, an apron, a picnic mat, a pet raincoat, a superhero cape for kids and a camel mount. The promotional FRAKA bags were sold out within a week.