The spring campaign 2018 of IKEA was all about hobbies and passions. The message: "Show What You Love". IKEA was looking apart from TV and Online also for a striking radio concept, that would advertise the core product, the KALLAX shelves in a surprising and entertaining way.

KALLAX owners talk about the things they collect in their shelves. Full of pride. Because in the KALLAX shelves everybody can show, what he or she loves. No matter what it is.

IKEA is a brand that doesn't judge anyone's passions but rather is there for everybody – just like their hugely popular shelves.

The scripts celebrate a variety of passions with characters that are based on people that feel familiar to everyone. They talk the way they would talk in real life. That's what make the scripts so entertaining: scripts, that don't feel scripted at all.