Four commercials directed by Rémy Belvaux (and produced by Quad) show a world turned upside down, in order to denounce the irrational attachment we have for our furniture. In a atmosphere which is both comical and out of the ordinary, different characters witness the death of their furniture. The packshot reveals the significance of the commercials The table, The sofa, The chest of drawers, The wardrobe :"Furniture doesnt die, it changes" and spurs you into action: "IKEA R≠ACT".
The notion of patrimony is strongly implemented in French culture. Even though society is rapidly evolving and the French show that they are in great need of a change, they remain very conservative in terms of furniture and decoration. They often inherit furniture which they have difficulty getting rid of.
In order to fight against this conservatism, IKEA is trying to encourage everyone to have the desire to change their furniture in order to lead a better life at home.
IKEA wants, with this campaign, to assert itself as the reference brand in the furnishing market for better living.