Stories of diverse individuals, united by a single desire – to create a cozy interior and choose comfortable, durable furniture for themselves and their families. The stories and destinies of the main characters become closely intertwined, forming close bonds and giving rise to new stories…

SYNOPSIS:

IKEA Advertising Campaign Concept: “IT ALL STARTS WITH YOU”

Campaign Taglines:

1. The world is built around you. (preferred)

2. Start with yourself, and the world will change. (preferred)

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

4. Create your environment.

5. Where does it all begin?

6. It all starts with you. (preferred)

7. Your environment starts with you.

8. Become the center of your surroundings.

Core Idea and Concept: The idea is for the new advertising campaign to be a full-fledged ad series. Not just a repetitive commercial that aims to sell, but a series showcasing inspiring stories about people whose lives were transformed thanks to [your store] and your furniture. Today, brands increasingly create not just single ads, but mini-series and campaigns comprising several stories united by a common theme. It works like Netflix for brands—viewers anticipate the next episode, and the brand becomes a storyteller. Conventional advertising is now perceived as annoying and cliché. What people value most today are stories and storytelling. We need to tell stories, create our own worlds, and place our products within them. But not simply place a product in a scene; we must show how that product works and what benefits it brings to people. The product shouldn't feel like an ad; it shouldn't be perceived as merely a product placement.

IKEA doesn't advertise—IKEA tells stories.

Why is an ad series format the best option for IKEA?:

1. Emotional Connection. Each episode is a small human story (centered on a sofa, bed, table, etc.) that evokes emotion rather than just selling furniture.

2. A Unified Metaphor. All stories are connected by one idea: "Life is built around you and the comfort you create."

   • Sofa = communication, friends, shared entertainment.

   • Bed = comfort, intimacy, safety, space.

   • Table = collaborative work, shared projects, community.

   • Shelf = photos of the past, memories, photographs, trophies, souvenirs. The history of your life and family, reflected in objects.

EPISODE 1: THE SOFA

A mature man places a comfortable, expensive sofa in the middle of a field on a vacant lot. He wants to sit there and look at nature, not sit at home watching TV. He brings the sofa to this field, sits on it, rests, and decides not to take it back. He leaves, and the sofa remains. Later, passersby sit on the sofa to rest and place a coffee table beside it. A couple of days later, other people bring armchairs, light a fire, and have a party. Another day later, someone builds a canopy over the sofa, constructs a small house, and installs a streetlamp. Over time, an entire town forms around the sofa. End caption: "The world around you starts with you."

EPISODE 2: THE TABLE

The young, blonde, female architect who was in the first episode (sitting on the sofa) becomes the protagonist of the second. She stands at a dining table in the middle of a large coniferous forest. On the table are documents with house plans. She drafts a house, designs the plot, and over time, a house and garden are created in this forest. First, parquet flooring appears under the table, then the walls of the house and furniture from Store X materialize, followed by the garden and everything else. Guests come to the house. One of them, a man, proposes to her. They start a family and furnish the house with your furniture. End caption: "Family starts with you."

EPISODE 3: INVESTMENTS

A businessman from the woman's house transitions into the third episode. He buys an empty apartment in Dubai for a premium flip to make a profit. He enters the empty, unfinished apartment and draws the floor plan on the gray concrete wall with white chalk, arranging furniture from Store X within it. Then, this furniture and the renovation materialize, resulting in an elite, spacious apartment furnished with your brand's items. A famous artist buys this apartment, throws a party, and shows his paintings to the guests. End caption: "Buying premium furniture is one of the best investments."

EPISODE 4: THE BED

Among the artist's guests is a young couple. They transition into the fourth episode and buy a double bed, which they place in an empty green field. Over time, a family farm is established on this field. The young people start a family, and their children learn to work with nature. End caption: "Intimacy and trust begin with a double bed. Intimacy and trust help create a family and a family business."

Final Brand Message: IKEA – It all starts with you and your choices.

Target Audience for This Concept:

Major Furniture Retailers: IKEA, Hoff, Home Depot, Ashley, Wayfair, West Elm, Crate & Barrel. Any chains that want to move beyond "discounts and catalogs" and show they sell not just furniture, but a lifestyle.

Creative and Production Agencies: BBDO, Ogilvy, McCann, Saatchi & Saatchi, etc. They need ready-made concepts for clients (furniture, interior, construction brands).

Online Furniture Platforms and Marketplaces: Amazon Home, Wayfair, Overstock. Standing out through storytelling and brand campaigns is crucial for them.

Real Estate Developers and Builders Who sell apartments and houses complete with furniture and interior design. For them, advertising "life built around furniture" equals advertising "life built around a home."

TV and Digital Platforms: Netflix, YouTube, TikTok, Stage 32. The mini-series format easily integrates into digital viewing and works as content, not intrusive advertising.

This concept is ideal for:

• International furniture brands.

• Agencies creating campaigns for retail and interior design.

• Real estate developers selling "a world along with the property."

• Interior design studios.