IKEA

The Life of a Sofa

We’ve all seen one abandoned - in a field, on the side of a road, slumped beside a bin. A sofa staring back at a world that has forgotten it.

Sofas aren’t regular furniture. We bond with them the way we bond with pets. They live our lives with us - the falling in love, the breakups, the laughter, the tears. A quiet witness to everything a home goes through.

We spend eight hours a night in a bed, yet barely remember what it looks like. But a sofa? We know every inch of it. It asks for nothing more than to be there with us. And when the time comes, we tear it from the home and fuck it in a skip in the rain.

A three‑seater reminder of our own neglect.

Campaign Idea

We honour the life of a sofa through the life of a child growing up.

The day it arrives. The boy sleeping on it. Jumping with his father after a goal. His mother tending to him during a flu. The teenage moods. The first love. The first heartbreak. A new relationship forming.

The years pass. The sofa fades. The boy grows up and moves in with his partner.

When his parents visit the new apartment, there’s a surprise outside the door: the old family sofa, wrapped in a bow.

A second life. A continuation.

IKEA sofas last. The story lives on.

The parents go home to buy a new one. The old sofa gets a new life.

IKEA — We feel it too.