Ikea.

Uni mates are notoriously bad. You can’t rely on them for anything, but when it comes to returning your stuff, not making you late to your lectures, and calling it a night - you can rely on your IKEA mates.

The names of the IKEA furnishings are dubbed in as your reliable uni mates.

This campaign was used across social, email and in-store to encourage freshers to shop with them.