Epoq by Elkjøp challenges the conventions of traditional kitchen advertising with ‘Expect More’, a brand platform and campaign created by NORD Stockholm. Across two films, the dependable Epoq kitchen becomes the setting for increasingly unpredictable situations, including the unexpected arrival of a bear and a ninja. By replacing the polished perfection typically associated with kitchen advertising with exaggerated everyday drama and humour, the campaign communicates that while life can be chaotic, an Epoq kitchen is built to handle it. The campaign rolls out across the Nordic region, with the two films at the centre of the launch.