An unknown screenwriter comes up with a revolutionary advertising concept for a furniture giant — unaware that soon the largest corporations will engage in a fierce battle for his idea, where only the strongest will prevail.

SYNOPSIS:

EVERYTHING STARTS WITH YOU

Advertising campaign concept for a major furniture retailer.

As an example, let’s take IKEA.

1. The world is created around you.

2. Start with yourself, and the world will change.

3. Become the center of the world, and the world will take care of you.

4. Create your own environment.

5. Where everything begins.

6. Everything starts with you.

7. Your surroundings begin with you.

8. Become the center of your environment.

The idea is for the new advertising campaign to be a full-fledged branded series. Not just an ad that annoys people and tries to sell something — but a series of inspiring human stories about how people’s lives changed thanks to your store and your furniture.

Today, brands more often create not just one commercial but mini-series, campaigns made of several stories tied together by a common idea. This works like Netflix for brands: viewers wait for the next episode, and the brand becomes a storyteller.

Traditional ads are now perceived as boring and intrusive. People value stories and storytelling above all. Brands need to tell stories, build worlds, and place their products inside those worlds — not just as props, but as active elements that bring real value to people’s lives.

The goal is that the product is not seen as “advertising” but as a natural part of the story.

IKEA doesn’t advertise – IKEA tells stories.

1. Emotional connection. Each episode is a small human story (sofa, bed, table, shelf, etc.), which evokes emotions rather than simply selling furniture.

2. Unified metaphor. All stories are tied by one idea: “Life is built around you and the comfort you create.”

   • Sofa = communication, friends, shared fun.

   • Bed = comfort, intimacy, safety, space.

   • Table = teamwork, shared projects, community.

   • Shelf = memory of the past, photos, trophies, souvenirs — the story of your life and your family reflected in things.

Story: A middle-aged man places a comfortable, stylish sofa in an open field, to sit on it and watch nature instead of sitting at home watching TV. After resting, he leaves the sofa there.

Later, strangers pass by, sit down to rest, and place a small coffee table next to it. A few days later, others bring chairs, light a campfire, and have a party. Soon, someone builds a canopy, a house, and even a street lamp. Gradually, a whole community grows around the sofa.

Closing caption: “The world around you begins with you.”

Story: The young architect woman from the first episode moves into the second one.

She stands in the middle of a pine forest at a dining table, with house blueprints spread out before her. She sketches her home. Step by step, parquet floors appear beneath the table, then walls, then IKEA furniture, and finally a garden. Guests arrive at the house; one of them proposes to her, and they start a family, furnishing their new life with your products.

Closing caption: “Family starts with you.”

Story: One of the guests, a businessman, transitions into the third episode.

He buys an empty apartment in Dubai for luxury flipping. Inside the bare concrete space, he draws an apartment plan on the wall with chalk and places your furniture in it. Instantly, the interior materializes into a premium apartment. A famous artist buys it, hosts a party there, and shows his art to the guests.

Closing caption: “Premium furniture is one of the best investments.”

Story: Among the artist’s guests is a young couple. They move into the fourth episode. They buy a double bed and place it in the middle of a green field. Gradually, a family farm grows around it. They build a life, raise children, and work the land together.

Closing caption: “Intimacy and trust begin with a bed. And from intimacy and trust, family and business are built.”

Major furniture retailers: IKEA, Hoff, Home Depot, Ashley, Wayfair, West Elm, Crate & Barrel.

Any retail chain that wants to go beyond “discounts and catalogs” and show they sell not just furniture, but a lifestyle.

Creative agencies and production companies: BBDO, Ogilvy, McCann, Saatchi & Saatchi, etc.

They need ready-made creative concepts for their clients (furniture, interior, construction brands).

Online furniture platforms and marketplaces: Amazon Home, Wayfair, Overstock.

For them, storytelling is a key tool for differentiation.

Developers and housing companies: They sell apartments and homes together with furniture and interiors. For them, “life around furniture” equals “life around the home.”

TV and digital platforms: Netflix, YouTube, TikTok, Stage 32.

The mini-series format fits perfectly into digital viewing, working as content rather than intrusive advertising.

• International furniture brands.

• Agencies producing campaigns for retail and interior design.

• Real estate developers selling “a world along with a home.”

• Interior design studios.