Eurobest

New Chapter

ÅKESTAM HOLST, Stockholm / IKEA / 2019

Film

Overview

Entries

Credits

Overview

Execution

In this film we get to follow a mother’s emotional story as her daughter is moving out, leaving the childhood home. An exciting moment for the daughter, a poignant moment for the mother. As they’re packing the daughter’s things, the mother stops and gets emotional as she notices the marks on the shelf. A memory from when her big girl was a small child and they regularly measured her height. As the move continues the daughter is bringing the shelf with her.

Later, the mother is invited to visit the daughter and her boyfriend in their new home. As the mother inspects the apartment, she sees the shelf. But it has been repainted and the marks from the childhood are gone. The daughter then reveals that she has decided to keep them since they meant just as much to her as to the mother.

Similar Campaigns

12 items

the BAD AD ad

ÅKESTAM HOLST, Stockholm

the BAD AD ad

2019, IKEA

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