Following on from the recent blue bag phenomenon, IKEA has released a short film celebrating the Frakta tote and its multitude of uses.

The film was created in partnership with IKEA's advertising agency partner Acne and shows the blue bag in different situations, being used for different things.

It was released following a period of massive interest in the Frakta bag, which began with fashion brand Balenciaga creating a £1,705 version of the 40p tote.

"When in April the media started writing more and more about the resemblance between the two bags we saw the opportunity to have some fun with it and we came out with a viral ad within a couple of days," said Acne, referring its spot-the-difference guide.

At one point, a woman bundles her boyfriend's clothes into the bag before tossing it onto the street, while another clip shows the bag being worn as a fashion accessory.
Read more on Dezeen: https://www.dezeen.com/2017/06/02/ikea-film-ode-beloved-frakta-blue-bag-design-news/

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