A regular morning routine instantly becomes magical and intriguing when the characters going through the motions are characterful pieces Ikea furniture.

The animation gives each Ikea product hero its own distinct personality and loveable character right off the bat. Nothing looks too unusual - it’s almost as if we’ve stepped into someone’s home in the morning and are a fly on the wall for the daily routine. The way that a two sheepskin rugs and a footstool have so much personality is outstanding, right down to the way the rugs walk and the little dance at the end as one stands next to the bed that the other is in. All products displayed are done so naturally that they just add to the feel of the spot rather than feeling like a sell. The animation gives the brand a warm, cheeky and accessible feel that’s rare to achieve.