Art & Industry

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IKEA We Me

For the global launch of this year's catalogue, IKEA shines a light on the phenomenon with a film that’s a full-blown opera.

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Client: IKEA
Agency: Acne

The battle between me- and we-time is one of everyday life's most recognisable challenges. We wanted to dramatise and visualise how it feels when we experience it and realised that there is really no better way to do that than to make it an opera, because honestly, the opera writers are the masters of drama and have proven it for over a hundred years.

Sharing is the universal truth that unifies all homes. Who has never had their family wait in line outside the bathroom door because a sibling is taking too long getting ready. Who has never felt that stab of panic when the living room’s a mess and the guests are knocking on the door. Who have never fought with their partner over carpets or colors when moving in. The list goes on. We’ve all been there.

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