Sometimes, you wish somethings never changed. Sometimes, you wish people never grew up. I feel that towards my sister, who will always be my baby. And I suppose, parenting would give you similar Dejavu moments when you realise time passed so fast and suddenly your kids are all grown up.

Ikea tapped into this beautiful ‘pause, and reflect’ moment. The universal emotion of a mom watching her son suddenly grow up and ready to move out of the house, even if it is just ‘around the corner’.

The campaign is subtle, yet so powerful. To think about it – even furniture brands are now integrating so much raw emotion into their products. They are sharing real, authentic and relatable everyday stories.

A fantastic piece of work that effortlessly integrates with the brand. Wish we could keep somethings small forever…