IKEA gets real about home life

From late-night heartbreaks to first student flats, IKEA’s new campaign in Norway is getting real about home life.

The “Made for Life” platform, created with agency partner TRY, kicks off with a series of short stories tackling everything from infertility and infidelity to dementia and toddler tantrums.

“No one knows life at home better than IKEA,” says Annika Mørch Asté, Marketing Communication Manager at IKEA Norway.

The platform aims to frame IKEA as a brand that’s not just furnishing homes, but growing with them through every season, every curveball, every dance party in the kitchen.

The campaign consists of 11 films in total, along with several print and outdoor ads.

The films are produced by Bacon, directed by Jakob Marky, with cinematography and photography by Benjamin Loeb.

The stories aren’t just cute vignettes they lean into the raw stuff, but with a light, observational eye that keeps it grounded.

The work sets the table for some honest conversations about what home really means.

 

 

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