What client hasn't asked you to show more of their product or to make it bigger? Well, this time the client asked for the opposite. When IKEA asked us for a campaign that would connect with parents, we realized that the protagonists had to be them. So we convinced the client that this time, the heroes would not be their product, but the parents. And that's how the brand not only accepted to show their products unused and almost as a background element, but also the brand publicly accepted that they are the second best, after the parents: an undeniable truth, isn't it?