Welcome to the Big Home Reboot
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Welcome to the Big Home Reboot ✌︎
IKEA ‘Life At Home’ 2020
IKEA’s response to a global pandemic.
Creative and Art Direction.
This yearly research project on Life at Home became more important than ever in 2020.
After 6 months of research, connecting with 40,000 people across 37 countries insights told us that people by being confined much of the year, many of us have come to a realisation: people want something different from their lives at home. New priorities emerging, everywhere and all at once. This felt like a moment of change, like a Big Home Reboot.
A time like never before called for a visual treatment never seen before at IKEA. Black as a leading colour, vibrant, modern shades with bespoke illustrations to boot.
We collaborated with 8 content creators around the world to capture photography and video that felt high-quality without loosing the User Generated Content (UGC) approach.
Collaborating with content creators from Canada, India, France, UK, Spain and Japan, and a songwriter from Germany, we were able to authentically capture the way the vast majority of people around the world are feeling about their homes as a result of pandemic restrictions: closer than ever.
The video proved so popular with the IKEA markets that we were commissioned to create a Holiday film in December 2020. This edit was so well received that IKEA Austria decided to have it broadcast on television during New Year’s Eve.
