"It was our first opportunity to talk about what we mean by 'The Wonderful Everyday'—Ikea's philosophy," Mother creative director Tim McNaughton tells AdFreak. "As we explored different ideas to bring it to life, we came to feel that if you're asking someone to connect with this kind of life philosophy, you can't really do it in a glib or tricksy way. Visual metaphors felt a little hollow when we wanted people to genuinely reflect on their own lives, and speaking to their emotions felt like the only way we could really do that."
Creative Credits:
Advertising Agency: Mother London
Discovered via: Adfreak