IKEA • Home is a Collection of Firsts

integrated campaign • regional 🇯🇵 🇨🇳 🇰🇷
:: wunderman thompson tokyo • regional creative director ::

We pitched and won the Ikea regional business for brand / attract work in China, Japan and Korea.

Working under the brief premise of Living with Children, and understanding that our three main target markets are significantly different in many aspects, from cultural truths to specific business’ needs and objectives, we wanted to find a human truth that could be relevant across the whole region, through universal notions of passion, growth and play.

We then discovered that a home with children is a haven for infinite firsts. Yours, and theirs. And properly nurtured, within the right stage that only Ikea can enable with its furnishing and storage solutions, every step can be the beginning of a new passion, a new journey and is as important as the next. And every first for the kids, will also be a first for the parents. When you live with children, every second is a first, and Home is a Collection of Firsts.

The work was lead out of our Tokyo office with crucial support and collaboration from global (London) and regional (Shanghai, and Korea).

:: Director :: Julien Ayrault : RadicalMedia Shanghai
:: Music :: Black Cat White Cat Music (Tokyo)
:: Photographer :: Ken Goh