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If Instagram Was Around in the 1700s, It'd Probably Look Like This, 1 month, 3 weeks ago

ACNE launches IKEA's comedic 'Let’s Relax' campaign directed by Tompa & Rondo

If Instagram Was Around in the 1700s, It'd Probably Look Like This

Not too long ago, when you closed the front door, you shut out the world. Home was a place where you could escape demands, kick back and truly be yourself. And according to the annual IKEA Life at Home Report, this is still what people want from their homes. But we are social too, and these days we socialise around the clock, sharing our lives and our homes with friends and even strangers. Socialising is great, but it brings with it constant comparison and expectations. These can be inspiring - or stress you out.

This is especially true around the kitchen and food. We live in a world of lifestyle blogs, TV programs and cookbooks that are constantly raising the bar. Wherever we look we're bombarded with images of perfection. But how are all these people managing to constantly serve delicious, nutritious, locally-sourced, seasonally-appropriate meals every day, while you're struggling just to get the kids to eat? 

Truth is, they're not. So relax. No one is perfect, everyone "cheats" in the kitchen, and everyone does what they have to do to make life work. And that's OK.

'Let’s relax', created by ACNE, wants to start a conversation about the expectations that make our lives unnecessarily demanding. IKEA wants to help you say "goodbye" to stress and "hello" to the joy of cooking, eating and being together. 

Creative Agency

Creative Director: Johan Holmgren, Morten Kjaer

Copywriter: Markus Bjurman

Art Director: Cecilia Dufils

Creative: Fredrik Preisler, Katie Copeland

Executive Producer: David Olsson

Creative Agency: ACNE

Project Manager: Mia Malmström

Producers: Fredrik Skoglund

Head of Planning: Morten Lundholm

Finished Artist: Oliver Juan

Production Company

Production Company: ACNE

DOP: Anders Jedenfors

Director: Tompa & Rondo

Category: Furniture , Home appliances

Genre: Comedy