IKEA
'Home Is Here'
A cinematic love letter to the UAE's expats.
Context
One of the biggest challenges facing IKEA in the Middle East is the fact that it is a transient place.
With an average population/expat turnover of 42% per year, it's no surprise that more and more people did not invest time or effort into their residences - viewing them as temporary abodes.
Idea
We sought to change that. We believe that a house isn't simply made of things we own. It's the things we choose to surround ourselves with that give purpose and meaning. It's wasn't simply about creating a 'home away from home'... it's about realizing that home is with you wherever you are.
With this message in mind, we created a film - IKEA's first for the Middle East. A love letter to all the homesick expats to remind them that home is not where you come from, but where you last switched off the light.
"Home is not where you come from, but where you last switched off the light"
Credits
Agency
Impact BBDO
Location
Dubai
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Scott Leder - Executive Creative Director, Khadra Mohamed - Copywriter