“Let’s Relax” is the newest IKEA’s campaign, created and produced by the Swedish agency ACNE. The film is directed by Tompa & Rondo (Tomas Skoging and Filip Nilsson) and the direction of photography is by Anders Jedenfors.
The film is a satire on our compulsion to socialize and compete, and portrays what life would be like, if people in the 17th century had felt the need to “Instagram” the way we are today.
The campaign was released alongside Ikea’s third annual “Life at home” report and was inspired by findings suggesting that large percentages of people feel anxious about the discrepancy between their own life-expectations and reality, as well as findings suggesting that in places like Shanghai, 49% of respondents think it’s more important to have good Wi-Fi than to have social spaces at home to help nurture social relationships. With findings like these, IKEA aims to remind us that “it’s a meal, not a competition” and urges us to “relax; it’s time to check those expectations at the kitchen door, and rediscover the simple joy of cooking, eating and being together”.