Buff Teddy Bears Protect a Family's Home in Whimsical Ikea Campaign

Agency Mother leans into the idea that a house should be a haven

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“Home is where the heart is,” the old saying goes, and that’s never been more true than now. After a lengthy quarantine due to the ongoing Covid-19 crisis, many consumers have spent more time in their own homes than ever before.

Ikea’s new campaign, “Every Home Should Be a Haven,” is leaning into the sense of safety and comfort that home represents for so many. Created in partnership with Mother, the platform introduces a comforting pile of teddy bears that buff up and grow to massive proportions in order to create a fun and protected residence for their family to come home to.




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