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IKEA – Let's Relax Campaign

This campaign aims to kill the high expectations you have in the kitchen.

Letsrelax3

Client: IKEA
Agency: ACNE
Contact: Ori Mace

Let’s Relax.

This year the global concept for IKEA was around the life in the kitchen. The message captures the essence of how outer expectations - put upon us by social media, blogging culture and cooking shows - affect our behaviour when cooking and dining in the kitchen. Simply put, expectations kill our inspiration.

9+ million views
100+ Top sites including TIME, TheNextWeb, Trendhunter, The Guardian, TOP5 FastCoCreate
No1 on AppStore Lifestyle in 31 countries (Digital Catalogue for Apple TV)

Hero Film - Let’s Relax

Tapping into a global behaviour that many of us can relate to, the food picture, the film questions whether it has all gone a bit too far by placing the phenomena in the 17th century.

Kitchen Confessions

wants to take the stigma out of the kitchen by showing that we all cheat, take shortcuts and have guilty pleasures – and that it’s perfectly fine.

Social Media

Unexpected food date / Kitchen Confessions
We continued with a series of films that seemed to be ”food pictures”. They then revealed the issue of focusing too much on life through our phones.

Digital Catalogue

The Catalogue introduced the kitchen concept. Our task was to transform it into a digital experience.

Relaxsite

Ikea.com
All of the campaign content was gathered on ikea.com

More work

IKEA's response to Da Vinci
Press Thumb
IKEA – 2018 Digital Catalogue
Ikea 2018 Cover
Make room for life
Makeroom
Make room for life
Title
IKEA Balenciaga
Frakta
Rethink Burgers
Max Rb 01
MAX - The Sounds Of Umami
Max So U 01
Make it yours
Louie
Telenor – När borta är nära
Tumnagel Telenor Nar Borta Ar Nara 1210X680
WatchWatch - Apple TV Clock
00
iZettle – Big Hair
Bighair Mirror
Vitamin Well – Reload
Vitaminwell
Telenor – Ge familjen mer
Tumnagel Telenor Ge Familjen Mer 1210X680
Diesel – Gif Booth
Diesel2
IKEA – Let's Relax
Letsrelax2
IKEA – 2017 Digital Catalogue
Images Katalog Front
IKEA – Lattjo App
Lattjo Front2
Flygbussarna – 50 cars or 1 coach
Flygbussarna 50
IKEA – Kitchen confessions
Kitchenconfessions Front