Home is Collection of First / IKEA

Integrated regional campaign 🇯🇵 🇨🇳 🇰🇷
Wunderman Thompson Tokyo

An IKEA regional business for brand / attract work in China, Japan and Korea focusing on the theme of “Living with Children.” Recognizing the significant cultural and business differences across our three main markets, we sought a universal human truth that resonates across the region—one rooted in the themes of passion, growth, and play. We discovered that a home filled with children is a sanctuary of endless firsts, for both kids and parents alike. When nurtured within the right environment—crafted through IKEA’s unique furnishing and storage solutions—every step taken can spark a new passion or journey, making each first moment as meaningful as the next. In a home with children, every moment is a new beginning, and truly, Home is a Collection of Firsts.

The work was lead out of our Tokyo office with crucial support and collaboration from global (London) and regional (Shanghai, and Korea).