The message captures the essence of how cultural and social expectations - forced upon us by social media, blogging culture and cooking shows - affect our behaviour when cooking and dining in the kitchen. Simply put, these heavy expectations kill our inspiration. Instead of doing things the way we like, we do the things the way we think we should.

The film was published on Youtube and it was quickly mentioned by media. It went viral achieving millions of views in a matter of days.

Let's Relax is the hero film of a bigger global campaign that ties together the yearly Ikea theme. Other executions include the Ikea Digital Catalogue and two other series of social media films, Kitchen Confessions and Unexpected Food Date.

Today it has been viewed over 9 million times.

Over 100 online media mentions were gathered including TIME, TheNextWeb, Trendhunter or The Guardian.

TOP5 FastCoCreate