“Coming home is an everyday moment, but it’s also a very emotional one,” Bjordal told ADWEEK. “What’s better than opening your front door and being greeted by your loved ones? That contrast really informed the way we approached the film. We chose a more cinematic style to elevate those everyday journeys and make them feel special and important—because they are.”
“This story called for something more emotional,” said Nilsson. “And Justyna Obasi captured that beautifully.”
Global challenges and opportunities
Ikea and McCann bet on the universality of “home” to speak to a global audience. But since homes around the world look and feel different, they knew they couldn’t make the images too generic.
McCann worked closely with Ikea to create scenes that felt specific in “local style, texture, and feel.” While there are no explicit identifiers explaining where each scene takes place, production choices—casting, wardrobe, set design—make each one feel grounded and distinct.
“It’s a global campaign, made up of local scenes,” Bjordal said.
“Home, more than anything, is about the feelings and moments a good home sparks—sharing a meal, hugging a loved one, or simply enjoying a moment that is truly yours,” said Riili. “These are the moments that matter, and we want to celebrate the emotional role of home in all its expressions around the world.”
