Once Covid hit, our world was limited to where we lived. The hardest hit were urbanites living in condominiums who owned so much clutter but were unable to renovate or move out. They simply needed more room. IKEA’s mission is to create a better every day by providing furniture storage solutions during hard times. The campaign creatively twists the consumer’s mindset of unboxing equals more items and more clutter to unboxing IKEA equals more free space. It symbolically utilizes the box opening to reveal floor tiles found in the kitchen, living room, and restroom while providing the best-seller storage names to match each room.