How IKEA turned the emotions of coming home into a feeling of magic

IKEA Retail has launched a new global brand campaign, celebrating what it calls a universal truth— that there is no feeling quite like home.

Created in partnership with IKEA’s in-house creative team and global agency McCann, the campaign spotlights the emotional role that home plays in people’s lives around the world.

Titled “Coming home”, the campaign centres on a cinematic film capturing two familiar emotions: the anticipation of the journey home and the relief of arriving. The film follows everyday moments of people returning to their homes, highlighting the sense of comfort and connection that unfolds once they step through the door.

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Set to a cover of Home Again by Carole King, performed by Lucy Dacus, the film was directed by Justyna Obasi and produced by ANORAK Film.

The campaign draws on insights from IKEA’s "Life at home" report, which found that two-thirds of people globally describe their home as a place of joy. According to the brand, the findings underscore the emotional importance of the home as a space where everyday moments and meaningful connections take place.

IKEA said its focus on thoughtfully designed and affordable home solutions is aimed at helping people create more enjoyable living environments. The campaign will begin rolling out globally this month, launching first in South Korea, China and Belgium, with additional markets expected to follow throughout 2026.

"The feeling of home is something we all understand. This campaign celebrates that shared experience, and our belief that everyone deserves to feel it," said Vincenzo Riili, global chief marketing officer at IKEA Retail.

He added, "We are committed to creating a better life every day for the many, and we hope the film inspires people to shape spaces that support what matters most, in ways that are accessible to everyone."

In tandem, Jim Nilsson and Jacob Bjordal, global creative directors at McCann said, "Home is more than a place; it’s a feeling like no other. By following people on their journeys home, we've captured a glimpse into the moments that matter. It's Truth Well Told: capturing that universal emotion and showing IKEA's role in bringing that feeling to life."

The campaign also arrives shortly after IKEA found itself at the centre of an unexpected cultural moment. Last month, Punch, a baby macaque in Japan, went viral after videos showed it clinging to an IKEA plush toy. The clips quickly spread across social media, triggering a spike in sales of the brand’s Djungelskog orangutan plush toy across several markets, with some locations selling out.

There was no campaign behind the moment. No influencer contract or paid promotion. Instead, the story resonated emotionally with audiences online, prompting wider discussions about how culture can unexpectedly assign meaning to products.

Industry observers told MARKETING-INTERACTIVE that such moments highlight the power of emotional resonance in branding. However, they also cautioned that brands should respond with restraint, ensuring amplification does not appear opportunistic or overly commercial. Instead, experts argued the smartest approach is often measured engagement: acknowledging the moment, ensuring product availability, and allowing the cultural narrative to unfold organically.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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