Campaign Spotlight: TBWA\Singapore and IKEA Makes Staying Home Sweeter with Authentic “Homemade” Film


SINGAPORE – IKEA wants to thank everyone who is staying home and playing their part to keep the world safe. And what better way than through a film, made entirely from home?

The film celebrates the simple joys that come with making home count -- like making cuddles count, making playtime count and making working from home count.

In a new reality of social distancing and legal health obligations to stay home, creative agency TBWA\ Singapore rallied their agency to capture and share their life at home as it is – true to its raw and authentic nature.

The result – a charming home-made film shot, edited and produced in homes across Singapore.


Andy Grant, ECD, TBWA\Singapore, shares: “We wanted to celebrate all that we can achieve at home, from being creative, to being spontaneous, to adapting to the daily challenges of our new reality while keeping safe. Making a home-made film about home felt like a lovely way to inspire and share an insight into what so many of us are experiencing right now.

“Overnight, our homes have become our office, playground, restaurant, and sanctuary all-in-one. At IKEA, we’ve always believed in the importance of home, and the home is more important now than ever in these times. We want to encourage people to stay inside, stay safe and remember to enjoy time with loved ones at home,” added Nigel Richardson, Head of Marketing, IKEA Southeast Asia.

Producer: The whole agency
Creative Director: Everyone.
Writer: Someone or other.
Actors: The agency ensemble
Editor: Indefatigable hero
Director: Anyone with a camera
Sound: Anyone with a camera
Music: Someone with a good ear and a piano.
Client service: The whole agency.
The star: IKEA

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