In adland, parents can be gay, grans can behave badly, men can be really pathetic when they get the flu (and really silly at any other time)…

But kids don’t live in two homes because their mum and had have divorced.

Well, they do now, because Ikea – or rather, its Swedish agency – has broken the ice. Stockholm agency, Åkestam Holst, has written a story for Ikea about recreating a home after divorce.

Children living in two homes is more and more common in Sweden (and in Australia, The US, the UK…and so on) and the new campaign intends to highlight how Ikea helps various parts of everyday life. In the ad, it helps a dad to create a bedroom for his son that’s just like the “other” bedroom he has at his mum’s place and make him feel good about his new living arrangements.

This ad is the first in a series of eight spots with the tagline, Where life happens, that highlights how Ikea helps various parts of everyday life.

They’re all built on the knowledge that Ikea has been building with its Life at Home reports. Ikea’s products and solutions, too, are being inspired by this information, so that Ikea fits with everyday life in a better way.

Credits

Agency: Åkestam Holst

Creative director: Magnus Jakobsson
Art directors: Jesper Holst & Michal Sitkiewicz
Copywriters: Mark Ardelius & Rickard Beskow
Graphic design: Sara Bellafesta
Planner: Jerker Winther
Agency producer: Leila Widgren

Account director: Kjell Mansson
Account Manager: Agneta Oppenheim

Production company: Bacon
Director: Martin Werner
Executive Producer: Ylva Axel
Producer: Joel Rostmark
DoP: Mattias Rudh
Set design: Catharina Nyqvist Ehrnroot
Post Production: BaconX

Client: Ikea Sweden

Marketing project leader: Carin Jacobsson
Advertising director: Maria Granath
Marketing director: Patrik Nygren Bonnier