Forsman & Bodenfors' New IKEA Ad Is a Beautiful Tale of 'What If?'

Forsman & Bodenfors has launched its latest ad for IKEA, directed by Knucklehead's Maceo Frost through Folke Film. 

'What If' is a thought-provoking, evocative film that beautifully portrays the brand’s mission for a more sustainable and innovative future. A subject close to director Maceo’s heart.

Åsa Nordin, concept leader IKEA Brand, Inter IKEA Systems, commented: "This film was made with the purpose of supporting, while introducing, IKEA in new and existing markets. The role of the film is mainly to inspire co-workers, business partners and suppliers about who IKEA is and want to be. IKEA is more than a place to buy furniture and home accessories. It is a place for people who share a bigger idea."