IKEA’s latest campaign, Where Life Happens, has kicked off with an endearing ad about a boy with divorced parents – who has two identically furnished bedrooms.
While divorce rates are higher than ever, there aren’t many brands talking openly about such issues. Through their latest campaign, the flat-pack furniture giant has shown that they’re not afraid to address the nitty gritty, and really are a brand for life.
The campaign “dramatises various aspects of IKEA’s genuine presence in people’s everyday lives,” says creative agency Åkestam Holst, which is responsible for the ad. The company is “right there where life happens, whatever happens – and is not afraid to show it like it is”.
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