Situation: IKEA is known for fast furniture but not so much for the fact that whenever life changes, you somehow end up at IKEA. Whether you're starting school, moving out, moving in together, getting divorced, or planning your retirement. It's a lifelong process that IKEA is a part of.

Brief: Establish IKEA as a companion throughout life. No matter what phase or stage you are in. With its affordable and practical solutions, IKEA is the furniture manufacturer where you go sooner or later when life changes at home.

Objectives: Position IKEA as a brand for change in life. As the furniture manufacturer where you go when something in your life has changed. Whatever happens, IKEA is by your side.

The print motifs show moments from life - represented by a selection of IKEA classics. For every change, there's the right piece of furniture. The price makes a simple statement about the affordability of IKEA products.

From Mums on Instagram posting, "I feel it" to mentions in the trade press our campaign touched and inspired many. IKEA proves once again that they can relate to every one of us with just simple motifs and pick us up at the exact point in which we currently find ourselves in life.

The placements were seen in various formats across Germany. From the classic 18/1 to special placements at train stations, underground stations, and in transit areas in 15 major cities, with a total of 14,800 placements, and a reach of 318 million contacts.