Develop a campaign which advertises IKEA’s flexible living room furniture. First, it should be a range of adverts, building upon one another, which accompany a family in their everyday lives from the beginning of autumn up to Christmas. The clever pull-out solutions allow guests to be received even in the smallest of spaces. Planned or unplanned, whether it is a large Christmas party with the whole family around the table or spontaneous guests staying the night: thanks to IKEA, we can all be flexible.

This time of year is all about being together – everywhere. How therefore to stand out from the emotional claptrap? IKEA shows how it really is: just because you can accommodate everyone doesn’t mean that you want them all there at the same time. A modern family, who like to be ironic, know exactly how the weekend will go with the in-laws and the Christmas food. Merely