IKEA says "It's a meal. Not a competition" in new Swedish campaign out of Acne Stockholm

LetsRelaxIKEA.jpgIKEA Sweden has released new work to get everyone to relax in the kitchen around meal times at home.

The spot, created by Acne Stockholm and directed by Tompa + Rondo, cleverly sends up social media's foodie shots.

Not too long ago, when you closed the front door, you shut out the world. Home was a place where you could escape demands, kick back and truly be yourself. And according to the annual IKEA Life at Home Report, this is still what people want from their homes.

VIEW THE SPOT
But we are social too, and these days we socialise around the clock, sharing our lives and our homes with friends and even strangers. Socialising is great, but it brings with it constant comparison and expectations. These can be inspiring - or stress you out. This is especially true around the kitchen and food.

We live in a world of lifestyle blogs, TV programs and cookbooks that are constantly raising the bar. Wherever we look we're bombarded with images of perfection. But how are all these people managing to constantly serve delicious, nutritious, locally-sourced, seasonally-appropriate meals every day, while you're struggling just to get the kids to eat? Truth is, they're not. So relax. No one is perfect, everyone "cheats" in the kitchen, and everyone does what they have to do to make life work. And IKEA believes that's OK.

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