Finally we have launched our new communication concept for IKEA Sweden. The concept “where life happens” dramatizes various aspects of IKEA’s genuine presence in peoples’ everyday life. Through this constant interaction IKEA continuously learns about how people live and what they need. Their lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way.

IKEA is right there where life happens, whatever happens – and is not afraid to show it like it is. We’re happy to see that the film “every other week” has become a conversation piece in family forums and in the ad community all over the world. The ad is produced by Bacon, with director Martin Werner and DOP Mattias Rudh. The print material is photographed by Björn Terring/Cameralink

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