Title	LET'S RELAX
Brand	IKEA
Product/Service	IKEA
Category	B02 . Durable Consumer Goods
Entrant	ACNE PRODUCTION Stockholm, SWEDEN
Idea Creation	ACNE PRODUCTION Stockholm, SWEDEN
Idea Creation 2	IKEA Malmö, SWEDEN
Production	ACNE PRODUCTION Stockholm, SWEDEN

Name	Company	Position
Johan Holmgren	ACNE	Creative Director
David Olsson	ACNE	CEO/Founding Partner
Ori Mace	ACNE	Managing Director
Cecilia Dufils	ACNE	Creative Director
Markus Bjurman	ACNE	Copywriter
Fredrik Skoglund	ACNE	Producer
Tompa & Rondo (Tomas Skoging and Filip Nilsson)	ACNE	Director Duo
Anders Jedenfors	ACNE	Director
Oliver Juan	ACNE	Graphic Designer
Mia Malmström	IKEA	IKEA Creative Hub Communication
Fredrik Preisler	IKEA	Creative
Katie Copeland	IKEA	Creative
Morten Kjaer	IKEA	Creative Director

Brief Explanation

The film captures the essence of how cultural and social expectations - forced upon us by social media, blogging culture and cooking shows - affect our behaviour when cooking and dining in the kitchen. Simply put, these heavy expectations kill our inspiration. Instead of doing things the way we like, we do the things the way we think we should. “Let’s Relax” taps into a global behaviour that many of us can relate to, “The Food Picture.” The film questions whether it has all gone a bit too far, by placing the phenomena of a food picture in the 17th century. Maybe sometimes, focusing on life through the lens of our phones encourages us miss out on what’s going on all around us.