Shoulder to shoulder
Spanish society has always been known for its solidarity when things get tough.
Based on this insight, we brought to life the popular Spanish saying ‘arrimar el hombro’, ‘stand shoulder to shoulder’ in English, as a visual metaphor to symbolise how society helps each other during difficult times.
IKEA wanted to celebrate those who came together and united whilst drawing inspiration from them and lowering the price of hundreds of their products.
To bring to life the concept of ‘standing shoulder to shoulder’, we created a choreography to tell the story of how society helps each other when most needed. The choreography was supported by an iconic Spanish song from the 80s that talks about the rewards of helping each other. To make the song resonate with modern times, it was performed by the hip indie band Delaporte.