Interactive ad: IKEA: IKEA LIFE NEVER GETS OLD

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Grandparents of today are definitely NOT the old grandparents we imagine.
They’re active, they’re digital, they live longer, they have modern taste, they’re sometimes "younger" than their kids, and it is time to treat them as such.
Ikea purpose is to create a better everyday life for the many people.
So we decided to create a disruption that cut through commercial noise and puts the spot on
the new third age
and by that created awareness and expend IKEA costumer base

IKEA present: Grandparents of today are NOT the grandparents of the past