| Title | ENOUGH |
| Brand | IKEA |
| Product/Service | IKEA FURNITURE |
| Category |
A06. Retail, e-Commerce, Restaurants & Fast Food Chains |
|
Entrant
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Idea Creation
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
PR
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Production
|
AKESTAM HOLST NOA Stockholm, SWEDEN
|
|
Production 2
|
BACON FILM Stockholm, SWEDEN
|
Credits
| Magnus Jakobsson |
Åkestam Holst |
Creative Director |
| Jesper Holst |
Åkestam Holst |
Art Director |
| Mark Ardelius |
Åkestam Holst |
Copywriter |
| Jerker Winther |
Åkestam Holst |
Planner |
| Ida Persson |
Åkestam Holst |
PR Director |
| Sara Bellafesta |
Åkestam Holst |
Graphic Designer |
| Kjell Månsson |
Åkestam Holst |
Account Executive |
| Anna Forsberg |
Åkestam Holst |
Graphic Designer |
| Leila Widgren |
Åkestam Holst |
Agency Producer |
| Jessica Söder |
Åkestam Holst |
Account Manager |
Brief Explanation
A mother is on her way home carrying groceries. She walks with heavy steps tired from a days work. Finally home, she can hardly open her front door as it’s blocked by shoes. She walks in to find the flat occupied with her teenage kids and their friends. The place is a mess with dirty plates in the kitchen and living room. None of the kids seem to notice her. At this point she has had enough. She drops her grocery bags to the floor and leaves the apartment. Now the kids react. When the mother has cooled off and returns she finds the flat almost tidy. A glance at her daughter, who is doing the dishes, tells her that the kids got the message. We see the now cleaned IKEA-plates placed in the drainer. (NB: the plates are named VARDAG, which is Swedish for “every day life”).