303 LAUNCHES NEW IKEA CATALOGUE WITH A CAMPAIGN THAT SHOWS ‘CHANGE IS GOOD’
Anew TV and press campaign to promote the launch of IKEA’s 2009catalogue has been developed by 303, Perth and IKEA (SA and WA) encouragingcustomers to embrace the concept that ‘Change is good’. The 3 x 15 secand 1 x 30sec TVCs launched on the weekend and feature couples in typicaldomestic scenarios – with each demonstrating how making even smallchanges in the home can be a catalyst for change and that you don’thave to change a lot to get a lot of change.
Says 303 Sydney creative director Julian Watt, who oversaw the creative development on theproject: “Our homes are an embodiment of our lives. The campaigntakes a look at how our lives are affected by the decorative state ofour homes, and how IKEA allows us to change our lives by changing thethings that make up our homes.”
Says Beni Hansen, marketing manager IKEA: “The launch of the IKEAcatalogue is an important time for us – its our opportunity to remindevery household in Adelaide and Perth about the IKEA concept, tointroduce new products and ideas, and to show how IKEA provides simplesolutions for everyone’s everyday needs. In developing the ads our aimwas to focus on the emotional benefits that can result simply by takingthe functional step of changing a piece of furniture and how IKEA canhelp bring about this change.”
Approximately1 million copies of the 2009 IKEA catalogue will be dropped in Adelaideand Perth during the first week of September.
The 30 sec and two of the 15 sec commercials can be viewed here:
IKEA “Want”
IKEA “Support”
IKEA “Space”
CREDITS:
Creative Director: Julian Watt
Creative team: Mark Fretten, Richard Berney
Director: Robert Forsyth, Factor 30 Films
Producer: Ryan Hodgson, Factor 30 Films
Agency Producer: Phoebe Dunn
Account team: Alan Taylor, Tracey Wilson, Jane Natalizio, Lee Vivian
Beni Hansen (IKEA Marketing Manager)
Laura Radovan (IKEA External Communications Manager)
29 Comments
quality. well delivered.
This ad works so well, my wife made me go to Ikea last weekend before she’d even seen it. Unlike the couple in the commercial though, we didn’t fight beforehand. Just when we got there and on the way home.
and they directed themselves
I like it – simple and well produced.
I want to like these, and I think I do as they’re simple (as always Ikea)
but
I do get a bit of an uneasy feeling about how depressed these people are about a friggin cupboard/curtain/couch…and how ikea can help them magically transform.
I get the whole “exaggerate the problem to make the solution more than it is” paradigm…but
Ah fuck it…I just dig ’em
If anyone would believe that ‘change is good’ it’d be IKEA. How many agency relationships does that make it now over the past few years?
nice work guys.
Is that a new tagline? How long has it been kicking around for? Anyone?
Six words spoken over 30 seconds? That’s a good client.
I like em.
Sorta interesting. Like the performances. Hate the sting at the end.
11.12 This campaign is for IKEA in Perth and Adelaide only. These (and the future NZ expansion) are franchise stores and 303 in Perth has handled the account for well over 10 years. IKEA stores in Sydney, Melbourne and Brisbane are owned by IKEA Sweden and have nothing to do with the franchise stores. Host is the appointed agency for these east coast stores. BMF previously handled the account for around 5 years, maybe more.
These are nice little spots, good work.
Wow, these are nice little nuggets of loveliness. Ikea is so cool. I reckon there’s a market for an ikea assembly guy to put that Oyvandosupdtl desk together for us though. He could come with an alan key, and a useless set of assembly instructions. Wudayareckon friggers? I love beer, and beaches.
best thing is, they’re far better than gags. we live in a shithole and this is exactly how we feel.
i hate ’em. makes me realise how many relationships are teetering. made me feel depressed. bring back the kooky finnish ones – even if we couldnt relate, at least they were funny
Hey, 2:23…Why would you post as anonymous when it is quite obvious you are from 303….did you lose your alan key. You idiot.
wear out factor of one watch.
Now that these are online I know who they are for.
Unfortunatley for me, part of Ikea’s key demographic, I’ve never stick around for the big idea, there’s no way that I’ll hang on to see the rain change to sunshine.
I’ve channel surfed these ads every time that they’ve come on, thinking that they were for something depressing – I don’t need that after a hard day at the office thanks…. Great ads for past times but 10 seconds of grey may aswell by an age with all the other channels out there.
Weren’t anonymous comments being turned off for posted work?
Anyway, great work 303, love the music.
5.22/5.58. Watch out for the ellipses. They’re a dead giveaway. Like a limp.
Yeah pretty fresh.
i think 2.23 is more likely the clients response…
I’m with 5.58.
Really, you guys love this work?
Puns?
ps, the brochure is out world wide, other work is out there, interesting to compare.
12.33am. You are clearly from overseas. Or an insomniac. Your opinions are therefore worthless on every category except Travel and Pharmaceuticals.
10.43 FTW!!!
They’re nice spots professionally done but they will hardly clean up at award shows. I agree with 12.26 – six words spoken over 30 seconds. That’s a very good client.
the press ad is wicked
“The juxtaposition of two previously unrelated ideas.”
That’s one definition of ‘Creative.’
This approach has that definition nailed. Great script. Great production. Great stuff.