Ikea Tells an Adoption Story in Its Latest Tough Take on Family Life

Furniture bears witness

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.

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.