Title	NEW CHAPTER
Brand	IKEA
Product/Service	IKEA
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation	ÅKESTAM HOLST Stockholm, SWEDEN
Production	BACON Copenhagen, DENMARK

Name	Company	Position
Rickard Beskow	Åkestam Holst NoA	Copywriter
Jesper Holst	Åkestam Holst NoA	Art Director
Mark Ardelius	Åkestam Holst NoA	Copywriter
Eva Wallmark	Åkestam Holst NoA	Art Director
Jerker Winther	Åkestam Holst NoA	Planner
Leila Widgren	Åkestam Holst NoA	Agency Producer
Anna Nollendorfs	Åkestam Holst NoA	Account Manager
Kjell Månsson	Åkestam Holst NoA	Account Director
Martin Werner	Bacon A/S	Director

Write a short summary of what happens in the film

In this film we get to follow a mother’s emotional story as her daughter is moving out, leaving the childhood home. An exciting moment for the daughter, a poignant moment for the mother. As they’re packing the daughter’s things, the mother stops and gets emotional as she notices the marks on the shelf. A memory from when her big girl was a small child and they regularly measured her height. As the move continues the daughter is bringing the shelf with her. Later, the mother is invited to visit the daughter and her boyfriend in their new home. As the mother inspects the apartment, she sees the shelf. But it has been repainted and the marks from the childhood are gone. The daughter then reveals that she has decided to keep them since they meant just as much to her as to the mother.

Cultural / Context information for the jury

In Sweden, it's very common that parents and children regularly measure the child's height, and make marks with the pen to see how fast they grow.