IKEA Norway and creative agency TRY teamed on a series of small stories launching the “Made for Life” communication platform.
Directed by Jakob Marky of production house Bacon, the campaign films include this one titled “Hope” in which we see a toddler’s high chair (with its affordable price briefly appearing on screen). The camera then pans across the room. A supered message informs us that it might be superstitious to leave the chair out in the open but you need all the luck you can get, at which point the camera reveals a storage box containing syringes. Luck is vital, continues the supered message, when the fertility shots for the next attempt are sitting in a storage box (also with its affordable IKEA price shown on screen).
“Hope”–which deftly addresses the sensitive theme of infertility–concludes with the IKEA logo and the slogan “Made for Life.”
In a joint statement, TRY creatives Eirik Sørensen and Caroline Riis shared, “Life consists of more than Instagram moments, and it’s fantastic that IKEA dares to acknowledge this. We thought it might be nice to let the well-known and strict IKEA price points tell real and heartfelt stories about the lives of many people out there.”
