By carefully selecting the best Portuguese talent, we ensured high-quality production, diverse aesthetics, and social-first content that supported the brand’s entire owned-channel ecosystem — from in-store experiences to digital platforms.

Across three editions (and counting), NEI has curated, managed, and optimised the project on multiple fronts: creative, technical, and operational. We led a local creative production that works and resonates globally to explore the core themes of storage, sleep, and, more recently, cooking and eating.

2023
Storage Edition

In a year when IKEA was exploring the concept ‘Life is messy and we love it!’, the focus was on co-creating solutions with a curated pool of creators, addressing the most common home storage challenges through a predefined content framework. From student life to cookware, clothes and shoes to children’s toys, Portuguese creativity ran wild, transforming everyday mess into smart organisation, decluttering, and displaying solutions. The result: short, product-led, and genuinely useful videos, designed to travel easily and resonate with audiences around the world.

2024
Sleep Edition

After the success of 1 Problem, 10 Solutions – Storage Edition, we turned our attention to a new challenge in the hustle culture: sleep. Under IKEA’s claim ‘Wake Up! It’s time to sleep’, this edition explored multiple solutions for six key sleep essentials: comfort, light, temperature, sound, air quality, home furnishing, and decluttering.
Fourteen local creators — from families and plant lovers to home workers, van explorers, and even grannies — creatively embraced the Joy of Missing Out, sharing how they reviewed their spaces for a better night’s rest.

2025
Cooking & Eating

In the third edition, our local creators produced a new round of problem-solving videos for IKEA’s global library. NEI scouted the local creator team to bring together high-quality cooking enthusiasts, interior designers, and lifestyle creators, delivering valuable, relatable, product-led content across the entire cooking and eating cycle: preparing, cooking, setting and serving, eating, cleaning, and storing. The content also explored aspirational, relational, and knowledge-based aspects of the theme.