The core of the campaign consists of a series of social media films, shot in 1:1 format – made to work even if sound is turned off. The films was also edited into one longer film for TVC and other digital formats. Most rooms have a clear purpose: you sleep in this room. This room is for cooking. Here you wash yourself up. So when we were to launch of the new 2018 catalogue that puts the living room in focus, we scratched our heads a few extra times. It’s not crystal clear, the living room. It can be a lot of things depending on what you want to make of it. And since this is a global launch – even more so, because a living room in Russia tends to have different purposes than it does in Denmark or Taiwan.