IKEA nudges Aussies to 'get used to a better living room' in new campaign via The Monkeys

IKEA_PR_FAMILY_3 (1).jpgInspiring Australians to experience the joy to be had in everyday life at home, IKEA Australia has released its new retail campaign, 'Get Used To A Better Living Room' via The Monkeys, part of Accenture Interactive.

The campaign aims to drive IKEA's unique point of difference by showcasing its affordable range of clever solutions for the home.

Directed by Damien Shatford from The Sweetshop, the campaign focuses on the frustrating habits we accept when surrounded by household products that don't actually work.

IKEA_PR_LOUNGE_3 (1).jpgSays Vince Lagana, ECD, The Monkeys: "It is human nature to adapt to the space around you, even when those spaces are full of clutter and are badly laid out. In this fun retail campaign, we wanted to demonstrate how IKEA offers a simple solution resulting in a better life at home."

Says Kristin Bengtsson, national marketing manager, IKEA Australia: "We love how our new creative platform shows how IKEA can solve everyday frustrations in people's homes. We want to show how easy and affordable it is to improve your life through clever home furnishings and encourage people to get used to a better living room."

The campaign runs across TV, digital, social and on out of home advertising.

Client: IKEA Australia
National Marketing Manager: Kristin Bengtsson
National Marketing Communications Manager: Erin Falconer
Marketing Communications Specialist: Erin Burgess
Interior Design Leader: Christine Gough
Interior Design Manager: Amy Hare

Creative Agency: The Monkeys
Cofounder and Group Chief Creative Officer: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Barb Humphries
Creatives: Tim Pashen & Scott Zuliani
Copywriter: Cyndall McInerney
Art Director: Katyana O'Neill
Strategist: Charlotte Marshall
Group Account Director: Ciaran Miller Stubbs
Content Director: Lauren Shelley
Content Executive: Will Davies
Head of Production: Thea Carone
Senior Agency Producer: Penny Brown
Producer: Katie Bassett
Integrated Producer: Tanith Williamson

Production Company: Sweetshop
Director: Damien Shatford
Producer: Nikolas Aulich
Executive Producer: Loren Bradley
Managing Director & Executive Producer: Edward Pontifex
DOP: Crighton Bone
Post House: The Editors
Executive Producer: Nicoletta Rousianos
Editor: Stu Morely
Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Designer: Tone Ashton

8 Comments

B.cooper said:

nice work chenzo...

Thuglife said:

mmm.. makes me wanna buy flatpack furniture

Nick Scali said:

I want so much not to like it but it makes me smile.

Too highbrow for me said:

I don't get it.

Creatives? said:

why are there two "creatives" as well as an art director and copywriter?

Alen said:

Dear Ikea,

Your ad is funny, quirky and memorable. The talent is so good! I really like it.
"Close the fridge" - funnnnnyyy.

Makes me rethink my living room.
Annnnd, this is the problem!

I don't like traveling to your store only to buy stuff I need to put together myself! I kinda hate it.
This ad will only give my partner ideas too and to be frank, I really don't want to lose a day travelling, navigating your store layout and then putting together stuff with a pissy allen key. To make matters worse, we received your new catalogue in the mail too!
Stop doing good ads! Or please run them when my partner isn't home. 10am to 6pm, Monday to Thurday and 10am to 9pm, Friday.
Much appreciated.

not alen said:

Alen, that is legitimately the worst attempt at astroturfing this blog has ever seen.

And that's saying a lot.

LOL said:

The astroturfer who can't even spell 'alan' haha..

BTW – what happened to Rubber? He did good stuff there...

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