Ikea: Let's Relax
IKEA aimed to increase brand relevance by addressing the modern pressure of mealtime perfectionism. They sought a campaign that would resonate with families feeling overwhelmed by societal expectations, encouraging them to embrace simpler, more relaxed dining experiences at home. The goal was to position IKEA as a facilitator of authentic family moments.
Creative Idea
It humorously contrasted historical and modern pressures for mealtime perfection to advocate relaxation.
IKEA's "Let's Relax" campaign satirized the timeless human obsession with idealizing meals, from historical paintings to modern social media, to advocate for enjoying simple, authentic dining moments free from competitive pressure.
The 17th Century Quest for Instagram Likes
A Hungarian Time Machine
To achieve the authentic look of the 1600s, the directing duo Tompa & Rondo (Tomas Skoging and Filip Nilsson) bypassed CGI in favor of practical production. The film was shot on location in Budapest, Hungary, utilizing the city’s preserved historical architecture and specialized period props. The massive oil painting featured in the "social media" sequence was a physical prop handcrafted for the shoot. In a subtle nod to the narrative, the same painting appears as an Easter egg on the wall of the modern-day kitchen in the final scene.
Satirizing the Foodporn Trend
Launched alongside the 2017 IKEA Catalog, the campaign was fueled by the brand’s "Life at Home" report, which revealed a growing cultural anxiety regarding digital validation. Creative Director Johan Holmgren noted that expectations in the kitchen were holding people back from genuine connection. By applying Incongruity Theory - placing the modern "like" economy into a pre-industrial setting - the agency ACNE tapped into a global fatigue with performative living.
Viral Reach and Talkability
The campaign became a textbook example of "anti-social" marketing, encouraging users to disconnect. It achieved over 6 million views on YouTube within its first two weeks, eventually surpassing 10 million views across all digital platforms. Beyond the metrics, it sparked a global conversation on digital detoxing, with the closing line - "It’s a meal. Not a competition. Let’s Relax" - evolving into a popular hashtag for users reclaiming their mealtimes from social media pressure.
Creative Strategy Deconstructed
Company
IKEA credibly delivers practical, affordable home solutions that foster comfortable, unpretentious living and shared family moments.
Category
Home furnishing advertising often perpetuates idealized, aspirational depictions of perfect homes and flawless dining experiences.
Customer
Consumers secretly desired authenticity and relaxation at meal times, feeling burdened by the societal pressure to constantly present a perfect image.
Culture
The pervasive social media culture, where everyday moments are curated for public display, amplified the pressure for visual perfection.
Company
IKEA credibly delivers practical, affordable home solutions that foster comfortable, unpretentious living and shared family moments.
Category
Home furnishing advertising often perpetuates idealized, aspirational depictions of perfect homes and flawless dining experiences.
Strategy:
Challenge the societal pressure for perfection to champion authentic, relaxed experiences.
Customer
Consumers secretly desired authenticity and relaxation at meal times, feeling burdened by the societal pressure to constantly present a perfect image.
Culture
The pervasive social media culture, where everyday moments are curated for public display, amplified the pressure for visual perfection.
Strategy:
Challenge the societal pressure for perfection to champion authentic, relaxed experiences.
Strategy Technique
Find the Consumer Truth
It tapped into the unspoken consumer truth that people feel pressure to present idealized meals, especially with social media. By acknowledging this, IKEA positioned itself as a brand advocating for authentic, relaxed dining experiences.
Explore Technique
Creative Technique
Compare & Contrast
The campaign effectively compares historical pressure to depict lavish meals with modern social media's quest for visual perfection. This highlights the enduring societal expectation to idealize dining, making IKEA's message of simple enjoyment resonate.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional due to its brilliant narrative concept and the seamless execution across different historical periods, supported by strong production design and dynamic editing.
The narrative cleverly uses historical absurdity to highlight modern-day pressures, with a clear, impactful 'aha!' moment and a resonant message.
The meticulous attention to period detail in costumes, sets, and props for the 18th-century scenes creates a visually rich and immersive world that perfectly sets up the comedic satire.
The pacing is expertly controlled, transitioning smoothly from the fast-paced historical chase to the calm modern resolution, making the contrast sharp and effective.
The visual quality, lighting choices, and camera movements effectively convey the mood and setting of each era, from the dramatic chiaroscuro of the past to the clean realism of the present.
The true magic of this campaign lies in the synergy between its clever storytelling, detailed production design, and dynamic editing, which together amplify the core message about appreciating simple meals over performative perfection.
