With more delivery apps in our pockets than ever before, all shouting about being faster and having more restaurants, we wanted to rise above the noise and stand for something more.
And that something is the joy of doing a little less.

@motherlondon
Directed by Andreas Nilsson

A new IKEA store on London’s Oxford Street is a big deal. So to announce it to the World, we created a very, big bag. Turning IKEA’s best-selling product, the ‘FRAKTA’ into a new London landmark. The 300 square foot bag will cover the exterior of the building until the construction work is completed, then we’re tuning it into 600 bespoke shopping bags.

On the 1st August 2024, Evan was released in a prisoner exchange with the US government. 1 year, 4 months and 3 days after being arrested for a crime he didn’t commit.

IKEA is doing its part aiming to become fully circular by 2030, and we encourage everyone to join them. Let’s leave the fast paced world of excess behind, and enjoy life in the slow lane. After all, Fortune Favours the Frugal.

This campaign is a call to arms to get people cooking. It’s about telling people to stop scrolling through pictures of instagram food, to press pause on the TV chefs and Give it Some. So press play and turn up the volume on your kitchen hob.