Ikea just launched this sweet ad entitled "Every Other Week," the first from it's "Where life happens" campaign created by Sweden's Åkestam Holst ad agency. As Adweeks Tim Nudd mentions "very few companies explore the topic of divorce, or its ramifications for families, in their advertising. It's just too depressing, the thinking goes, even if it's also, of course, relatable to so many millions of people worldwide."
As a divorced father of three myself, this spot really hits home for me. I can remember doing my best to replicate my now grown kids rooms just as this father does, yup this one brought a lump to my throat and tears to my eyes.
"'Where life happens' dramatizes various aspects of Ikea's genuine presence in peoples' everyday life," the agency tells Adweek. "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."
"right there where life happens, whatever happens—and is not afraid to show it like it is," the agency adds. "Living in two homes with divorced parents is a reality for many children in Sweden. Ikea can ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children."
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Creative Credits:
Agency: Åkestam Holst, Stockholm, Sweden
Art Director: Jesper Holst/Michal Sitkiewicz
Copywriter: Mark Ardelius/Rickard Beskow
Creative Director: Magnus Jakobsson
Graphic Design: Sara Bellafesta
Account Director: Kjell Mansson
Planner: Jerker Winther
Agency Producer: Leila Widgren
Account Manager: Agneta Oppenheim
Production Company: Bacon
Director: Martin Werner, Bacon
Executive Producer: Ylva Axel, Bacon
Producer: Joel Rostmark
DOP: Mattias Rudh
Set design: Catharina Nyqvist Ehrnroot
Costume design: Johanna Borggren
Post Production: BaconX