IKEA - "Where Life Happens"

Åkestam Holst /NoA

Åkestam Holst /NoA Stockholm, Sweden

14098

Title	Where Life Happens
Agency	Åkestam Holst /NoA
Campaign	Where Life Happens
Advertiser	IKEA
Brand	IKEA
Date of First Broadcast/Publication	2016 / 9
Business Sector	Home Appliances, Furniture & Gardening
Story	Ikea continues its "Where Life Happens" campaign, which aims to potray the reality of modern-day family life in Sweden, with a new spot focusing on adoption. The ad, the third in the series directed by Martin Werner at Bacon for agency Akestam Holst, shows an adoptive mother traveling to Vietnam clutching a soft toy from Ikea. When she finally meets her new son, they look through a photo album showing him his new home and apartment. Afterwards, they return to Sweden and he explores his room, kitted out with items including an Ikea wall lamp and toy storage test. It's a fairly straightforward story, but delicately told, and the result is very touching (even despite the fact that Ikea prices and product names start popping up during one of the spot's more emotional moments).
Media Type	Television & Cinema
Length	120 seconds
Art Director	Jesper Holst
Art Director	Michal Sitkiewicz
Copywriter	Mark Ardelius
Copywriter	Rickard Beskow
Copywriter	Magnus Jakobsson
Creative Director	Magnus Jakobsson
Production Company	Bacon
Director	Martin Werner
Producer	Ylva Axéll
Agency Producer	Leila Widgren
Creative Team	Kjell Månsson
Creative Team	Jerker Winther
Creative Team	Mimmi Grafstrom
Creative Team	Sara Bellafesta
Creative Team	Anna Lundeborg
Product Management	Agneta Oppenheim