Drawing from the basic insight that the living room is also the centre for fun in any house, we connected the idea of learning to make the most of your home with the universal childhood act of sliding along the floor in one’s socks.

We kicked off distribution with the release of an extended version of the spot (1’43) in 2 airings during primetime.

Next, the film was distributed nationwide over the course of 4 weeks:

- The same version was also broadcasted in 405 cinéma halls across the country

Followed by large-scaled distribution of a 40"-spot on all commercial TV channels in Belgium.

This TVC-wave was accompanied by online distribution on social:

- 15 + 20’’ Youtube pre-rolls

- 20’’ Facebook & Instagram teasers + Recut

Although the campaign was still ongoing at the time of entry, it was received extremely positive by the Belgian audience, and picked up in the same way by specialised press - earning the likes of a.o. Adweek calling it "IKEA's Beautiful Tribute to Aging Gracefully" and The Stable raising the question whether "IKEA produced the most powerful dance video of the year?".