Ikea challenges Aussie families to ‘Make Time for Living’ in a new brand campaign via The Monkeys
IKEA Australia has today launched a significant new brand campaign calling on Australian families to loosen the collar at home and take a less regimented approach to family life via The Monkeys.
The ‘Make Time for Living’ campaign launches today with an integrated communications strategy and will roll out over the coming weeks with a 2 minute brand film, 30 second and 15 second TV commercials, a new online content hub, out of home and magazine advertising and a Spring/Summer brochure.
Launching today via the IKEA website, YouTube, Facebook and digital seeding, the 2 minute brand film introduces Australia to Teddy, a straight talking nine year old boy whose call to arms asks all Australian families to embrace a more spontaneous and unstructured approach to living: “Mum, Dad, Sis – enough’s enough. I mean, every minute of every day is just getting more and more full. None of us see one another nearly as much as we could do, should do or want to, and the very reason we have a home seems to be less and less what we use it for.”
Says Rebecca Darley, IKEA country marketing manager: “IKEA has identified a big societal problem that is impeding family togetherness in Australia. Despite seeing ourselves as the laid back ‘lucky country’, Australians are treating family life way too seriously. It’s strict, regimented and obsessed with productivity – an overscheduled diary is worn as a badge of pride by parents who run themselves ragged trying to keep up with societal pressures.
“We discovered that a spontaneous and unstructured moment of family togetherness is often considered a waste of time – it’s as if Aussies have forgotten about the importance of just spending time together at home”.
Via the new brand campaign, IKEA is setting out to inspire Australian families and champion a strong point of view on family life at home that makes people sit up and think about the way they live.
Says Darley: “Our goal is to create a stronger emotional connection between Australians and the IKEA brand through market relevance and understanding our customers. We have chosen to tell the story from a child’s point of view because it is so infrequently heard on the topic of home life – yet our decisions in balancing togetherness with productivity directly affect children’s experience of ‘family’.”
30 second and 15 second TV spots of Teddy’s speech will launch across free-to-air and subscription TV channels, and cinema from 22nd September.
Also launching today is IKEA’s ‘Home of Inspiration‘, an online content hub created by Lavender, showcasing editorial style, locally relevant content focused on open plan living, as well as ideas for making time for living at home.
A magazine and outdoor campaign, created by The Monkeys, will launch in early October. This activity will support the overall brand idea of ‘Make Time for Living’ by showcasing the IKEA solutions that can contribute to family life at home and create a space that enables them to spend time together.
The new ‘Make Time for Living’ territory will be the overarching sentiment across all of IKEA’s marketing communications for the next 12 months and will also be integrated throughout all five east coast stores.
IKEA Country Marketing Manager: Rebecca Darley
IKEA Advertising Manager: Rowena Kanna
Creative Agency: The Monkeys
Film Production: Revolver
Director: Matt Devine, The Glue Society
Post: The Editors
Sound: Nylon
Content Production Company: Will O’Rourke
Director: Richard Bullock
Photography: Michael Corridore, Carine Thevenau, Jeremy Shaw
Media Agency: Match Media
Communication Director: Nick Wokes
Communications Manager: Mark Echo
Communications Manager: Russell Dowse
Online Content Hub Agency: Lavender
Client Services Director: Gayle While
PR Agency: Mango
GM: Claire Salvetti
Account Director: Ella Tacchi
19 Comments
Tediously self-indulgent, overwritten, appallingly edited tosh.
I can only applaud the suit who stood there to sell that.
It would have been an easy sell.
Manifestos are.
I made it to 1:08… can anyone outlast me?
two minutes too long
That’s nicely done.
Astonishingly pretentious (the least they could’ve done was make it one long tracking shot). The problem with big D&M manifesto type ads is that most lack the substance to make anyone give a crap.
Not to mention that poor kid’s voice is really annoying.
Failed miserably at attempting to plagiarise the charming execution from the historic black current tango ad crossed between the life manifesto from train spotting.
Or maybe they though they were being original…for two bloody minutes long…
I absolutely hate kids in ads. almost as much as I hate manifestos. this kid and that annoying brat from st george need to GO AWAY. not clever. not funny. highly highly ANNOYING. end of rant.
A kid that speaks like a marketing director?
Next.
Calling this out because someone should. Website look familiar? http://www.squarespace.com/stories/#dana-tanamachi
hungry thirsty
There is literally nothing positive about this “ad”
ouch
That is one of the worst performances by a child ever.
More like a borathon.
And so badly written.
There are so many naysayers (aka bitches) on this thread but in the US this spot has been chosen as Pick of the Day.
http://creativity-online.com/
Move along to the next piece of work snipers.
Creativity gives it pick of the day.
Now it features on the Huffington Post as something all parents should see…
http://www.huffingtonpost.com/2013/09/18/make-time-for-living-ikea-commercial_n_3948322.html
Oh well if the US likes it MUST be great then, even when the market it’s intended for find it as irritating as all get out. We’ve got kids and my (non advertising) husband was talking last night about how bloody annoying that kid is. So some parents are seeing it and hating it, now what.
awful. kid is bad. writing doesn’t help.