Continuous lockdowns have done a number on many Chinese families. Uncertainty, restricted access to necessities, and crowded WFH situations are just some challenges in many cities and regions. In a bid to “cheer the nation”, Ikea commissioned China’s popular choir The Shanghai Rainbow Chamber Singers to musically narrate the experience of a three-member family who struggle to go about their daily routine around a small round table. According to the brand, families in lockdown are often forced to repurpose their dining table for WFH meetings and online classes, and this may lead to stress and depression.
IKEA Rainbow Round Table
Helping families experiencing stress and frustration during China’s unending spells of lockdown.
Client
- IKEA
Office
- Shanghai
We worked with IKEA aims to cheer families struck by stress and frustration during China’s unending spells of lockdown.
Inspiration
Dining table always plays a role in presenting family reunite. People share food and funs on the table. However, with limited space in city home, the families in lockdown are often forced to repurpose their dining table for WFH meetings and online classes. Table is then transformed into a ‘stage of chaos and frustration.
Idea
IKEA’s new film with the song “Dining Table”, depicts a family taking matters into their own hands to make home happen around their dining table.
They transform their table from a ‘stage of chaos and frustration’ into a place of joy and positivity.
The film also features families and friends gathered around dining tables across China, to inspire everyone to stay positive through the tough times. Because it’s the people that are with you through good times and bad that make up your home and family.
The video finally transports the dining table into Ikea’s showroom, with a price tag marked ‘priceless’ to drive the inspirational message home.
Growth
One of the most shareable content Top 5 shareability on IKEA’s wechat video platform 2022.
Truly encourage consumers to stay positive and build stronger bonds with family during tough time.
Organic reach over 0.38 Million.
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