HOW TO BRING THE "YOU DO YOUR PART, WE DO OURS" CONCEPT TO LIFE? The IKEA concept in Finland had become blurred, which was surprising. After all it's this simple: you do your part, we do our part, together we save money. So we gave video cameras to four real families to record their IKEA experience. With their cameras rolling, they all furnished a room from planning and shopping, to building and house warming. The tapes were edited into mini documentaries that served as inspiration on the IKEA website and on a web-tv channel.
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