Furniture giant IKEA is able to delight its customers, as well as recognize the efforts of IKEA employees, through a wonderfully whimsical campaign. Employing the creative forces of Mother London and the animators of Layzell Bros, the megastore was able to release a vibrant cartoon series called 'We Love the Things You Hate.'
The animated installments follow IKEA customers who are frustrated by a certain situation — from waiting for the public bus after a purchase at the store to trying to decipher a building manual for their new furniture. In the maze-like narrative of the videos, IKEA employees are depicted "as superheroes of sorts" that come to the customer's aid. On one hand, the campaign promotes the furniture store's impeccable customer service, on the other, it humanizes its employees.