In Sweden IKEA tries a new approach to its digital communication, exploring storytelling with a mix of videos and illustrations. The goal is to introduce the new IKEA PS collection, a line of eco-focused products just launched on the market. The result, as usual, is very beautiful and inspiring.
The viewer is taken through a fabulous journey flying over seas and cities with a flock of weird flying objects. Each object hides a designer who is ready to tell you the story of the object he (or she) created for IKEA.
It is definitely a new way for IKEA to present its products but, as said above, the result is always very good because it mixes concreteness and dreams with beauty and storytelling.
If I understood correctly the post on Webbsverige, the concepts comes from Ikea's creative department and it has been produced by Kokokaka and Kan.