The 3D film portrays the impossible love story between a low price and a « pretty » chair. This film is a social drama which conjures up the problems undergone by a mixed couple into a narrow-minded society where a low price cant match a quality furniture. Their pursuit of happiness will find a happy end in the IKEA world encapsulated by the new catalogue 2006. A poetic and original way to take a stand in the low price debate.
This new brand campaign literally implements the "magic formula" IKEA= low prices + quality.
On the furniture market, which starts again to skyrocket, a real "less expensive" furniture race has been opened.
With this "all discount" new deal, IKEA wishes for emphasizing its approach by reasserting the origin of its philosophy: to make quality products affordable instead of selling products at cheapest prices but at the expense of quality.