This year the big global launch 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. Instead of doing things the way we like, we do the things the way we think we should.

In this film IKEA 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. Because a kitchen should be forgiving and accept us just the way we are.