The objective of the campaign “Kids” is to communicate IKEA’s new catalogue, linking the new items in the catalogue with “the new things in life”. To do this, we based our campaign on a powerful insight of FIRST-TIME PARENTS. By linking the new items in the catalogue with “the new things in life”. Surprises like the arrival of a baby, when we are filled with worries and fears, as well as new needs in the home. IKEA provides solutions for those new household needs so you can enjoy the new member of the family.