Balance is a fragile condition and maybe especially so for parents with kids at home. According to IKEA's Life at Home Report, more than 50 percent of people globally say that sleep and relaxation are what's most important in maintaining a sense of wellbeing at home. The topic is important and something IKEA wants to address.
In this omnichannel campaign, we, therefore, focus on how to help parents improve their life at home to achieve a better balance. Parents are so into helping others to be happy and healthy that they might neglect their own needs. IKEA wants to remind parents to stress out, stretch out, and blackout whenever possible, somewhere comfortable at home to get the energy they need. The musical score in the film is the energetic, motivational song “I’m still standing” by Sir Elton John.