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Ikea. We’ll always think of the furniture retailer’s quirky and fun executions. But in its home country of Sweden, agency Åkestam Holst is making an effort to show that the brand isn’t all frills and froth—and that it knows families are more complicated than that.
Its latest “Where Life Happens” spot, titled “Coming Home,” follows a woman’s journey to the other side of the world, on a heartfelt quest to finally meet the child she’s adopted. She’s prepped for this—in the album they first share as mother and child, she’s printed (printed!) pictures of his new home and world, coupled with simple captions.
His
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