Ikea conducted an experiment in Spain, where they asked children to write a letter to the Three Kings about what they'd like for christmas. Writing to the Three Kings is like writing a letter to Santa. Then Ikea asked the kids to write a letter to their parents too, about what they would like their parents to get them for christmas. Kleenex-warning, the result is quite touching.
Client: Ikea Spain
Ad agency: McCann, Madrid