IKEA ad, The Sofa Player. Sit down, sit back, close your eyes, lie down, stretch out. Feel. Then stand up again, take three steps back and just watch. A film to tell the Swedish people about IKEA's wide selection of sofas, did it work?
Credits:
Advertised brand: IKEA
Advert title: The Sofa Player
Advertising Agency: Forsman & Bodenfors
Creative Director: Filip Nilsson
Art Director: Adam Ulvegärde, Staffan Lamm
Copywriter: Filip Nilsson
Production company: Aspekt/Kokokaka
IKEA is launching a new campaign in the UK and Ireland, titled ‘Make Room for Your Life’, which examines how good storage can improve your life at home. The work continues the brand’s new strategy to demonstrate an understanding of the everyday challenges that people face in their homes.
‘Make Room for Your Life’, which launches on 19th January, explores IKEA’s storage ranges and highlights a wide range of smart solutions for everyday storage problems. The campaign uses the insight that poor storage doesn’t just cause mess and clutter, it also affects our relationships and the people we live with. By illustrating the effects of poor storage, the new spot demonstrates that making room for your life through good storage can be the first step towards happiness and wellbeing.
The campaign launches with the TV ad ‘Living Together’ in the UK and Ireland on 19 January. The spot, created by the agency Mother, shows a couple kept apart by a maze of mess. However, thanks to smart storage solutions from IKEA, the couple can tidy their way through the maze, removing the clutter from their lives to finally meet across a KIVIK sofa bed.
‘Living Together’ features a cover version of the Bee Gees song ‘Living Together’ by the band An Escape Plan. Three versions of the TV advert have been produced and include 60” and 30” adverts that run until 23 March on TV as well as a full length music video running online at http://www.youtube.com/ikeauk. The campaign also features outdoor, press ads and two filmed documentaries that will be launching on 11 February on the IKEA UK YouTube page.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the second burst of our new brand campaign it is our ambition to continue the revitalisation and transformation of IKEA brand in the UK and Ireland. ‘Make Room for Your Life’ demonstrates our understanding of everyday life at home and the problems that a lack of good storage gives everybody. We hope to show that we are more relevant than ever to help with consumers’ everyday challenges and ultimately for more consumers to choose IKEA more often for their home furnishing needs.”
The campaign is also integrated into the IKEA FAMILY loyalty programme with a series of editorial-style e-newsletters, direct mail and product focused online content, created by agency LIDA. The emails direct members of the programme to further online content packed with ideas and tips to help them ‘make room for your life’ and suggest how they can cut out clutter and get sorted with storage in order to be more organised for the year ahead. They also give a taster of the new products launching in-store.
Freddy Mandy, Creative Director, at Mother, said: “The idea for the campaign came from the observation that mess and clutter in our homes keep people apart emotionally as well as physically. We decided to illustrate this in our TV spot which shows a couple unable to get to each other because their stuff forms a maze keeping them apart. They have to clean up their home in order to be together.”
“We all have that space in our homes that really isn't a space – it's a dumping ground. The direct mail piece homes in on this insight and shows that with a little help from IKEA's ingenious storage solutions, you might actually see that carpet again” says Nicky Bullard, Executive Creative Director of LIDA.
Come fall in love with your home all over again with the new Ikea TV commercial entitled "New Beginnings."
Credits:
Client: Ikea
Title: "New Beginnings"
Agency: Grimm Gallun Holtappels / Thjnk — Hamburg
Creatives: Florian Grimm / Bettina Olf
Producers: Hermann Krug / Marcella Maack
Production Company: Soup Film/Berlin
Director: Alison Maclean
Music: Yessian Music/Hamburg
Composer/Arranger: Ralf Denker
Song: "I'm Gonna Change Everything" by Jim Reeves (Dean Martin)
EP: Ingmar Rehberg
CCO: Brian Yessian
Head of Production: Michael Yessian
Like the spot? Enjoy a behind the scenes making of the commercial below.
Ikea's newest ad campaign is a visual delight in the art of getting comfortable and going to bed. Ikea seems to understand that we don't always end up in an actual bed to sleep, but they'll keep us nice and cozy where ever we end up...sleep tight my friends.
Music is a remake of the classic song "Dream A Little Dream Of Me."
"With soft fabrics from IKEA, all rooms become a bedroom. You can curl up with my head on the pillow and pull the blanket around you, right where you need: the couch, in the tub, in the kitchen or in the hammock. Just ask one parent of young children or a couch surfer. They know that it is not always in bed as the best sleep are available."
Credits:
Ad Agency: Akestam Holst
Agency Producer: Leila Widgren
CW: Maja Folgero
AD: Petra Albrektsson
CD: Andrea Ullenius
Production Company: Social Club
EP: Magnus Theorin
Director: Jesper Ericstam
Prod. Manager: Agneta Oppenheim
Post: Stopp
Music: Supercircus
Sound: Stopp
IKEA begins an ambitious sustainability strategy, People & Planet Positive, the strategy is an integrated part of the IKEA Group long-term growth direction and builds on the company’s long history of working with sustainability by outlining a new set of goals and actions for delivery up to 2020.
New strategy will see IKEA Group become energy independent and help millions of people live an affordable, sustainable life at home.
A $1.95 billion investment in solar and wind projects, the retailer plans to gather 70% of its energy demands from renewable energy sources by 2015, leveraging wind farms in six European countries that generated 152 gigawatt hours of electricity last year, about 12% of the total needed for its stores and distribution centers.
“We want to create a better every day for the many people. A better life includes living more sustainably. We have been working towards that goal for many years and have already done a lot, and we are now ready to take the next big step. People & Planet Positive will help us to do that; transforming our business and having an even greater positive impact on the world,” said Mikael Ohlsson, President and CEO, IKEA Group.
The new IKEA "Playing With My Friends" ad has been so successful ad agency Mother and IKEA today released the making of the commercial. Come behind the scenes of this fun whimsical spot, meet Darren The Bear and see just how it was created.
See the Playin With My Friends ad HERE.
Credits:
Creative Ad Agency: Mother, London
Director: Dougal Wilson
Production Co.: Blink
Producer: Ewen Brown
Editor: Ed Cheesman
Editing House: Final Cut
Post Production: MPC
Ikea just launched its first music video-style commercials in the UK, and the adverts look great. The first, released to day is "Playin' With My Friends", Ikea says the ad is about bringing people together the party season and they do a good job of it.
Peter Wright, marketing manager for UK and Ireland at Ikea, said he plans to completely "transform and revitalize" the brand in the UK with its latest ads taking on the form of "music videos". He went on to say, "[Ikea is] moving from talking about products to talking about activities in the home. It's actually going to be done in the style of music videos. They're all up and coming artists so there will be a series of up and coming re-recording of tracks."
We'll be looking forward to seeing more this campaign, full credits and song/music artist to come.
See the behind scenes making of the advert HERE and meet Darren The Bear.
Updated: The music is a remake of the song "Playing With My Friends" by BB King and Robert Cray.
Credits:
Creative Ad Agency: Mother, London
Director: Dougal Wilson
Production Co.: Blink
Producer: Ewen Brown
Editor: Ed Cheesman
Editing House: Final Cut
Post Production: MPC
A couple of months ago, IKEA collaborated with world-renowned hypnotist Justin Tranz to help young couples experience their products and solutions, in the future. Tranz, with over 6,000 stage shows in Vegas on his resume, quickly turned the IKEA bedrooms and bathrooms into a stage and passersby into a stunned audience. After putting the couples willing to be hypnotised in trance, a state of sleepwalking where people are more open for suggestion, they were exposed to potential life-changing everyday events in a predicted future everyday life.
The release of the films supports the global launch of the new IKEA catalogue and this year’s theme - Where The Everyday Begins & Ends. The central premise focuses on bed and bathroom solutions, rooms IKEA are paying extra attention to this year.
Press:
IKEA, the leading home furnishing company, today announces the launch of a new cross-platform advertising campaign titled ‘Bright, shiny colours’, which aims to inspire the nation to bring life into their homes with inspiring new home furnishing solutions available in-store this autumn season.
The campaign coincides with the launch of the new 2013 IKEA Catalogue and launches with a TV advert in the UK and Ireland on September 8, during the ‘X-Factor’ on ITV1. Three versions of the advert have been produced and include 60” and 30” adverts that run until October 7, as well as a full length two-minute ‘music video’ running exclusively online at http://www.youtube.com/ikeauk.
The ‘Bright Shiny Colours’ advert, created by the agency Mother, tells the story of a woman who goes on a magical journey through the new IKEA Catalogue. The woman’s home starts out in beige and white before we see her step ‘through the catalogue’ and into a Technicolor IKEA showcase full of inspiring designs. When she emerges from the other side she has bags of inspiration to transform her home.
The advert is shot like a music video and pays homage to great dance sequences from the films Flashdance and Singin’ in the Rain, as well as the legendary Top of the Pops dance troupe Pan’s People. The music, ‘Bright Shiny Colours’ was originally a Shirelles track, but was given a modern re-working by quirky band 99 Trees.
The campaign will be supported by other activities in owned media platforms including the IKEA FAMILY loyalty programme, the IKEA Website and in-store communication, as well as through earned media with PR activities.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the new season approaching we adapt our homes to make them cosier as more time is spent out of the cold. But that doesn’t mean our homes have to look and feel the same all year around. We want our new campaign to demonstrate that it’s easy and affordable to bring new life into your homes, through showcasing in a fun and surprising way the many new products and solutions we have available in the new Catalogue and our 19 stores, which will ultimately give them a reason to reconnect with IKEA.”
The campaign was developed with the new functionality of the 2013 IKEA Catalogue in mind, which now includes a range of extra interactive content. Readers can use their smart-phone to get even more inspiration when holding it over the page, for example looking behind closed doors, changing curtains or even viewing demo films, pictures and 3D content, all accessible by using the IKEA ‘app’ for Iphone and Android.
Freddy Mandy, a creative at Mother, said: “We got excited by the bright, colourful new range of IKEA products and wanted to make a film that showcased them in an exciting way. Working with David Wilson and 99 Trees allowed us to make something that feels fun and energetic. It brings to life what we think it would be like to take a trip through the new IKEA Catalogue.”
IKEA also recently updated its website, www.IKEA.com, with a mobile version as a result of increased mobile traffic to the site. Customers can browse products, create shopping lists, find the latest offers and locate their nearest store with the updated user-friendly mobile site.
Credits:
Creative Agency: Mother
Art Director: Mother
Copywriter: Mother
Planner: Mother
Agency Producer: Mother
Director: David Wilson
Production Co.: Blink Ink
Producer: Patrick Craig
Editor: James Rose
Editing House: Cut & Run
Post Production: MPC
Animators & Illustrator: Jonathan Harris, Michael Zauner and Nick Edwards
Audio post-production: Sam Ashwell @ 750mph
Sound Design: Sam Ashwell @ 750mph
DoP: Marc Gomez Del Moral
At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas, it comes fully charged, and the battery is eternal.
Creative Credits:
Advertising Agency: BBH, Singapore
ÖL MÖRK now at available at IKEA, no it's not a new end table or a book shelve, it's beer! Öl Mörk, dark lager beer, it's alcohol content 4.7% and you can get it while shopping for a new BESTÅ wall unit and eating those little meatballs at IKEA.
Seriously, it's real.
This month sees the launch of the new IKEA TV advert, "One Room Paradise", a film showing how one doll and her son make the most of their small space thanks to solutions from retail giant. The music is a re-record of an old Aretha Franklin song, by up and coming soul singer Elayna Boynton, who recently found fame singing on the soundtrack for Quentin Tarantino's Django Unchained. Scroll to the bottom for the extended music video version of the commercial.
Explore the set of the spot with a tour by the doll as he/she shows you how IKEA solutions help her and her son live in a One Room Paradise, below.
Extended music video version...
Idea: The task was to demonstrate IKEA kitchens, inspire people with features and smart solutions for everyday living.
Solution: We created an interactive story online where visitors could travel through the kitchens by transmigrating from one character to another and see functional features from different perspectives: with the eyes of a grandma, a three-year-old, a cat and even a fly.
Result:
In the first five months:
22,168 visitors took a dive in aquarium by transmigrating into a fish;
87,204 slept on the kitchen floor by transmigrating into a dog;
28,321 flew in the kitchen as a fly;
65,480 performed a kitchen dance;
mixed 70,711 cocktails
and discovered 853,614 IKEA kitchen features.
Credits:
Agency: Instinct
Director: Thorsten Herken
Internet Agency: B-Reel
Creative director: Roman Firainer, Yaroslav Orlov
Digital Creative Director: Kolya Fabrika
Author: Yaroslav Orlov
Art director: Roman Firaine
Designer Maksim Demkin
Multimedia-designers/programmers: Actionfilm
Credits:
Advertising Agency: DDB Tribal, Vienna, Austria
Chief Creative Officer: Eric Schöffler
Creative Director: Lukas Grossebner
Art Director: Mike Nagy
Copywriters: Lukas Grossebner, Mike Nagy
Accountant: Anna Maria Pankiewicz
Production: MXR
IKEA's latest advert features Gnomes who sabotage a couple who are trying to improve their garden. The commercial that is a music video features music by The Palace Of Budapest Philharmonic Orchestra and The Heritage Singers doing a cover song of the Mötley Crüe song Time for Change.
The adverts, which launch on Saturday 13 April, look at a family trying to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull. Every improvement the family makes, hanging colorful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.
The campaign, which features a 60 second TV ad and a 2 minute music video, uses the insight that although the UK are a house-proud nation who love their gardens, we simply aren’t making the most of them, whether big or small or come rain or shine. The campaign is intended to inspire people to give as much thought to how they furnish their outdoor space as they would any room inside of their house, showing off some of the most inspiring IKEA solutions along the way, whatever the weather.
Credits:
Client: Ikea
Creative Agency: Mother, London
Director: Mike Maguire
Production Co.: Biscuit Filmworks
Managing Director: Shawn Lacy
Executive Producer: Orlando Wood/ Colleen O’Donnell
Head of Production: Rachel Glaub
Producer: Gustav Geldenhuys
Production Designer: Alexis Ross
Editor: Ed C @ Final Cut
Post Production: The Mill
Audio post-production: 750mph
DoP: Ulla Pontikos
UPDATE: April 26, The Gnomes speak:
This has gone on long enough, IKEAS attempt to throw us out and replace us with affordable flat packed garden furniture is simply ridiculous. The time has come to fight back!
We, the garden gnomes of the United Kingdom are uniting as we fight to bring back our rightful place in the luscious green gardens up and down this beautiful country.
We have Billy, admit that we belong in gardens and he shall not be harmed. Your choice....
