Ikea encourages mischief-makers

Portraying the imperfect reality of a family home has been the focus of many an IKEA ad, but perhaps none so much as this bold new campaign created by This is Libre for the homeware in the Middle East, which actively encourages kids to make their messy mark.  

Directed by SEGA through Lee Films, What You're Here For shows small children disrupting their dwellings; drawing on walls, leaving toys on the floor, entering rooms they’re not supposed to go into, messing up their parents’ clothes and soft furnishings, making noise and generally creating chaos.  

“The social reality of life with children at home in the Middle East is very different from what we know in Europe, and even very different in each of the three countries where the campaign will be launched,” explained This is Libre Founder and CEO Félix Vicente.  “That is why the main challenge for us was, in addition to appealing to universal insights in terms of upbringing, play and enjoyment at home, to try to understand how parenthood is lived in the region and how children change the home.”