This advertisement is the solution to the challenge of creating a national print and out-of-home campaign that fits the motto of the German IKEA campaign “Time for More Home” with a focus on family. The tagline for this family-tree advertisement reads “Where Family Starts”. It celebrates the estimate that one in ten Europeans was conceived in an IKEA bed. Accordingly, the element common to all motifs is the IKEA bed. In order to visualise the evolution of the product range, the motifs in this “family tree” start with the first bed and continue up to the latest products in the current range.