Despite divorce rates in Europe being higher than ever, the majority of brands avoid talking about life after a split. But while it might not be part of traditional 'happy family' values, it’s all too real, and IKEA is tackling the taboo topic in its ‘Where Life Happens’ campaign.

Rough concrete blocks are an unexpected find when roaming through the picture-perfect experiential homes usually on display at IKEA. Usually. ‘25 Square Metres of Syria’ is a replica of a home just outside of Damascus, installed to raise awareness and empathy among shoppers.

Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Parents can regret the lack of quality time spent with their kids – a guilt that’s magnified for those who travel for work. Lufthansa is helping parents relieve this guilt by installing recording studios at departure gates in airports. But do kids want a bedtime story sent straight from the terminal?