IKEA CNY 2024
In 2024, IKEA decided to play something different in CNY
It was on a Thursday night that I stumbled upon
A cliché Malaysian Lunar New Year film:
An elderly father calls all his family members
But they are too busy to come home
The touching twist at the end
However, is that eventually everyone gathers together
Audiences are so used to this kind of cliché twist
What if no one really comes home?
This gonna be so ridiculous yet humorous
With this logic, we played around with
A Chinese idiom -“年年有余"
(surplus year after year an auspicious phrase during CNY)
For most Chinese nowadays
lotta people receive excessive gift-giving
Which turns "年年有余" into a burden
And IKEA, as a game-changer with
Its outstanding products
Becoming the enchanting resolver of this contradiction.
Here’s the work.
Role: Creative
Year: 2024
Participation: Involved in the whole process
