Lucas shot a series of vignettes showing the different ways people use Ikea products in their homes to defy the old adage “don’t try this at home.” The shoot from McCann, and produced by The Smile, launches first in Italy, Belgium, and Finland and will expand to other markets in the months ahead.

"McCann worked... to convey the magical powers a good home can bestow upon those who live in it," writes Rebecca Stewart in Ad Age. "With the help of Ikea’s home furnishing teams, the creative shop was able to recreate homes from every corner of the world with authenticity and accuracy." 

"We wanted the piece to feel like a real journey around the globe," says Emiliano González DePietri, chief creative officer at McCann Worldgroup Spain. "Our ambition is that this campaign empowers people around the world to see their home differently and see home as a driver of affordable happiness."