| felsefe | IKEA Creative Hub have partnered up with international creative agency ACNE to launch thelife in and around the kitchen campaign. The message captures the essence of how culturaland social expectations - forced upon us by social media, blogging culture and cooking shows- affect our behaviour when cooking and dining in the kitchen. Simply put, these heavyexpectations kill our inspiration. Instead of doing things the way we like, we do the things theway we think we should.To launch the theme ACNE has developed and produced a 90 second online film. Tappinginto a global behaviour that many of us can relate to, “The Food Picture”. The film questionswhether it has all gone a bit too far, by placing the phenomena of a food picture in the 17thcentury. Maybe sometimes, focusing on life through the lens of our phones encourages usmiss out on what’s going on all around us. The film was directed by Acne director duo Tompa& Rondo (Tomas Skoging and Filip Nilsson). The shoot took place on location in Budapest. |