IKEA
'Home Is Here' Campaign
Client
IKEA Middle East
Agency
Impact BBDO
Creative Art Direction
Taraka 'TK' Tennakoon
Collaborators
Scott Leder - Executive Creative Director, Khadra Mohamed - Copywriter
Creating a cinematic love letter to the city's expats.
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.
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.