IKEA || The Blue Bag

In honour of what is quite possibly one of the most hardworking bags in the world, IKEA has teamed up with creative agency Acne to create a short film with the blue FRAKTA taking centre stage. 

 "It’s been talked about, made into dog-ponchos, used as a fashion accessory and for exercising–and we think that’s great," says Acne. "But the truth is, this plain piece of plastic has an even bigger meaning than that, it summarizes everything we believe in: That design, function, and quality shouldn’t be just for a few." 

 The bag even has over 500 reviews on Amazon (and a rating of 4.7 out of 5 stars) and, apparently, can carry up to 2500 meatballs. Did you know FRAKTA actually means "carry" in Swedish? Well, it certainly lives up to its name. 

 Watch the short film below.