IKEA

Ikea needed ad new campaign when I was at Mother.

I became obsessed with Ingvar Kamprad - The founder. He reminded me of Soichiro Honda - the founder of Honda - who I’d learned about at Wieden + Kennedy.

We wrote and sold ‘The Wonderful Everyday’ but all the brilliant ads that followed were written by the great creatives at that came after. It’s their work that made the campaign so legendary.

I recently found the slide in an old presentation where it all began: