IKEA It has achieved, over the years, that its products are part of the day -to -day life of millions of people worldwide. He knows that, in many cases, they are essential in the daily reality, and that they are part of some moments that seem insignificant, but that are the basis of life. The company’s Norwegian division has portrayed it in “Made for Life” (Made for life), your new communication platform.

From the hand of the agency Try, YoKea Norway He has launched in recent weeks a series of audiovisual pieces that make up his new campaign. With an empathetic tone and an approach that reflects the deep understanding of the brand in the way in which its products are used, it presents a series of micro stories that address thematic as complex as infertility, parenting, or dementia.

Each of the 11 spots that make up “Made for Life” present the same structure. It begins with a close -up of a product next to its name and its price, and displays a text, accompanied by a camera movement that creates a scene, which tells the story behind the people who are using them. It ends focusing on another article, thus completing a narrative that not only highlights the Ikea catalog but also connects with the spectators.

The campaign also includes a series of short pieces that focus on the product, the price, and the forms of use.

“No one knows life at home better than Ikea, and we wanted to show how our products are used in real life”, Commented Annika Mørch Asté, director of Marketing Communication at Ikea Norway, according to The Stable.”Ikea products are there in everything: in good morning, in bad and in all everyday moments”

For their part, from the agency, they point out that the objective has been get away from idealized representations, as those that can be seen on social networks, and recognize everyday life. “We think it would be interesting for the acquaintances and strict prices of Ikea to tell real and sincere stories about the lives of many people”, Eirik Sørensen and Caroline Riis, creative senior in Try, have pointed out.

“Life is made more than moments of Instagram. Ikea knows it, and demonstrates it in his new campaign. It is real, moving, chaotic and full of hope. Like life itself”, Said the agency in social networks.
The campaign includes a series of graphic pieces for print media and external advertising that capture the spots scenes.