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By Richard Draycott, Associate Editor

June 18, 2024 | 2 min read

The furniture retailer has launched the new spot to celebrate its 20 years of retailing in Portugal.

With the Portuguese football team set to kick off its Euro 24 campaign in Germany tonight (June 18), the Portuguese nation will be gathered around its TV sets, no doubt many sitting on Ikea TV stands. So, what better time to toast the brand’s success in the country?

The nicely crafted and amusing ads not only set out to celebrate Ikea’s 20-year history in the country, but the primary aim is to inspire the nation to track down the oldest piece of Ikea furniture in the country.

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The ’hunt’ aims to highlight the durability of Ikea furniture, while the ad campaign was created by the Uzina agency and directed by Martim Condeixa, from The Playground Production Company.

Almost all Ikea products have a hidden tag that contains information about the item’s name, origin, identification code and production date. The ads encourage people to hunt for their furniture tags.

To participate, people just need to find and photograph the tags and submit them on the brand’s website for the chance to win a €2,000 Ikea gift card.

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