What's normal nowadays?

FOR IKEA, WITH BUUTVRIJ FOR LIFE

The message is clear: Ikea is always there to support you with smart and elegant solutions all around.

For the fourth time we worked together with Buutvrij and Ikea to create their latest outing in the "All Smart" campaign. This time round we focussed on change in our everyday lives. Face masks, backyard holidays, playing tic tac toe with grandma while keeping a safe social distance, but also eating less meat and more veggy!
Showing a wide variety of people who shop at Ikea (a.k.a. "everyone") was as usual a very important factor in our casting process and again, we found a strong, diverse cast of real people and characters. Making their authenticity shine through, while showing their smart home solutions using Ikea products remained the core of this series. With one clear message: whether things change or stay the same, Ikea is always there to support you with smart and elegant solutions all around.