IKEA has always been about everyday life. So in order to advertise IKEA’s affordable products, we went in search of a common habit everyone can relate to. We focused on chairs. Why? Because everyone has one particular chair where they just throw all their stuff. Clothes that are too dirty for the closet but too clean for the laundry? Welcome to the chair. The funny thing is, when your chair is covered with all that stuff, you can’t really see the chair anymore. That’s where our idea came from: Why spend a lot of money on a designer chair when you can’t even see it? You’re better off buying an affordable alternative: a chair like Odger, Tobias or Svenbertil from IKEA.