Extra: Stolen Idea?

In 2007, Ikea launched a campaign called 'Home is the Most Important Place in the World,' where they put up estate agent style 'For Sale' signs in London with the phrase 'Not For Sale.' These signs seemed very similar to Onis Living's campaign, who also used the 'Not for Sale' signs. Onis Living is a UK home improvement company, and was awarded the Interbuild 2006 Construction Marketing Award for best campaign under £25,000 (euros) for their 'Not for Sale' campaign. After a debate over originality, Ikea agreed to feature Onis Living on their campaign site (notgoinganywhere.co.uk) for one year. Onis was the only company to be advertised by Ikea. In that same year, Onis Living became Onis Homes Limited. Then in 2008, they went under voluntary liquidation only to be restructured as a franchise.