IKEA’s table of two halves

In this subtle and moving campaign, created by Try and directed by Jakob Marky through Bacon, the Swedish homeware retailer brings human stories to life through clever, written narrations.  

The spots use simple household objects to address sensitive themes such as infertility, infidelity and dementia, but also student life, parties, and everyday moments with picky toddlers. 

“No one knows life at home better than IKEA, and we wanted to show how our products are actually used out there,” says Annika Mørch Asté, Marketing Communication Manager at IKEA. She explains how the campaign embraces the new platform, which was also developed together with TRY: "IKEA products are there through it all; the good days, the hard days, and all the everyday moments in between".