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  • IKEA’s ‘Where Life Happens’ ads depict real-life people
  • IKEA’s ‘Where Life Happens’ ads depict real-life people
    Ikea (2018) ©
CASE STUDY

IKEA Where Life Happens: ads for non-nuclear families

Many brands have been slow to reflect changing family dynamics, but IKEA has chosen a different path. Its ‘Where Life Happens’ campaign depicts single parenthood, adoption and divorced parents with children. While the ads might not be aspirational, they're depicting the real modern family.

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