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Top 6: October 12th 2022
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Ikea: It Won't Feel Like Home, 'Til It Feels Like YouTop 6: October 12th 2022
IKEA launches a new campaign to highlight the importance for everyone to have a home where they feel like they belong. In this new campaign, IKEA shows that home can feel strange and unwelcoming, until it is somewhere that reflects who you are. Whether that be shelving to show off passions proudly, creating kitchen storage to equip the resident foodie, or carving out the perfect area for crafts; IKEA's mission is to help create a home that is unmistakably you, with options that are designed to be affordable for all. IKEA's product range is at the heart of the campaign, with everything designed to create a space that can fit all types of personalities. Including affordable storage to house a growing collection of vinyls, to a pegboard to proudly display winning trophies.The TVC opens on a family as they move into their new apartment, boxes in hand. As they disperse into their home to unpack, the apartment shows that it is unimpressed with the new family, initially rejecting them and making them feel unwelcome. A doormat changes from saying 'Welcome' to 'Who's this?' and a painting in the hallway rolls its eyes.
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