| Filosofia | Storage has always been an important business for IKEA. Why? Because good storage can make a big difference for many people. Good storage also has the capability to create more harmonious homes. Research shows that in almost 50% of the times when people argue at home, it’s connected to their perception of mess. Al-Futtaim IKEA is passionate about life at home and that includes the mess it comes with. In line with this, the Swedish retailer launches its new campaign, "Bring on the Mess”. Through a 360-degree campaign, the Swedish giant is championing chaos in a world that's obsessed with order. According to IKEA’s Life at Home report, 42% agree that the things they own reflect who they are in their home. One in three agreed that the possessions they hold help them recall memories and experiences that are important to make home reflect who they are. The new campaign will encourage people to trade in the clean-freak act for the gloriously messy world of our life. |