A new year of communication, a new strategy and a new integrated campaign for IKEA and its new concept: We are meant to change. With a multi-channel launch that spanned not only TV but also the web and every in-store activity, the new campaign entitled The Lift introduces the creative platform with a video that makes room for change. The story? Four friends and their life full of transformations, novelties, developments. All in the same house. The video, the first of four events and additional short subjects, lives within a perfect visual format to represent the complete dynamic spectrum of contemporary life. A life where not only our homes change, but also our relationships, our families and the way we live our own individuality.