IKEA

Spread some Metspak

Insight: The American fascination with IKEA has always in part been due to the companies innate foreign-ness. It has allowed them to sell products to the American market that they normally wouldn’t buy and that exist outside the scope of a furniture company, almost as a novelty. Their swedish meatball is the prime example.

Idea: Introduce a new small line of spreadable food pastes that are commonplace in Swedish supermarkets.

Make home make sense meant giving people the power to create homes for themselves that felt, comfortable, safe and like a refuge from the outside world. This is a script that I feel embodies that sentiment.