Target
New Nesters:
Couples in their late 20s to early 30s, newly moved in together and ready to build a life from the ground up. They’re navigating the excitement and adjustment of cohabitation by blending routines, styles, and expectations. They want a space that feels like home for both of them and even though they're starting with the basics they are creating a home that reflects their shared identityProblem
(Using the previous campaign as reference)
How did the couples come to the decision of what they wanted in their brand new home?
How did they settle through “The great furniture debate”?Insight
When couples move in together, they’re not just choosing furniture they’re choosing whose version of ‘home’ wins. They don't realize how attached they are to their way of living until they have to make room for someone else. Concept
IKEA introduces a consultation service for couples who struggle to agree on their home’s style as they move in together. Acting as both interior designer and counselor, IKEA helps them merge their tastes into one shared vision. This extends into a commercial series that follows couples through the process showing that building a home together isn’t always easy, but it brings them closer.IKEA PRESENTS: FURNITURE WARS
Furniture Wars highlights couples struggling to agree on furniture styles she wants one look, he wants another. With the help of an IKEA counselor, they find common ground and create a space they both love.
Social Media Post
