Problem: The IKEA concept had become blurred, which was surprising. After all it’s this simple: “you do your part, we do our part, together we save money”.
Solution: We gave video cameras to four real families to record their IKEA experience. With their cameras rolling, they all furnished a room from planning and shopping, to building and house warming. The tapes were edited into mini documentaries that served as inspiration on the IKEA website and on a web-tv channel.