"The Giving Bag" is the first execution of IKEA USA's new brand platform. It's a charming spot that follows a young boy who brings life to a new home with items pulled from a magical IKEA FRAKTA bag. The storytelling puts a spotlight on what a lot of consumers are going through right now, trying to make more out of less. Through the eyes of a child, we see the possibilities that affordability brings, and the iconic blue IKEA bag becomes a symbol of hope and possibility for a family building their new home. We worked with director Ewurakua Daweson-Amoah, who brought warmth and charm to the spot, and Eli King, who plays the kid in the spot, was a real star on set!