We start to create the message based on the in-site of IKEA: "furniture has an important role for connection between a family member in the home"

We create a new story about the new beginning of single-mom by using and re-interpreting the common background of the main consumer of the IKEA Age "beginning" and "start" and our in-site the word "Connect". By using the dramatic form: rather than a simple advertisement which focuses on the physical characteristic of the product;

We send the true value of IKEA to the consumer so that IKEA can be one of the important positions for warm and important connections for our family.