In Denmark, children often make presents for their parents in school. And their parents can’t seem to throw it out, because it holds too much value. IKEA wants to enable their customers to hold onto these things, without making too much of a mess.

This is the story of the closest human relation there is: the relation between parent and child. The story of a mother and her teenage son, and the bond they still share, despite the growing chasm between them. The mother is reminded of her love for her son thanks to an old, homemade cup he made for her many years ago. And thanks to IKEA’s many sorting options, she can keep it and cherish it for years to come.