IKEA soothes mind + body with launch of Product Pose Yoga retail therapy via CHE Proximity
September 11 2020, 10:38 am | | 20 Comments
CHE Proximity and furniture retailer IKEA have launched Product Pose Yoga – a combination of yoga and retail therapy, for the mind, body and home.
Led by a professional yoga instructor, each of the world-famous yoga poses was matched with IKEA’s new product range, combining physical therapy with retail therapy in a unique shoppable experience that Australians can take part in from the comfort of their living rooms.
The event launched across IKEA’s social channels and was supported by a series of 15 second spots, stills and yogi influencers who are creating more product poses based on other products from the new IKEA catalogue.
20 Comments
I can see why no one is owning up to working on this.
Kinda cool, but wish the poses looked more like the items.
Standard chep work as of late. Silly and ineffective like those ebay ads
Watched 33 sec. Bored. Moved on. No one, absolutely no one in the world will ever watch this. Why would they?
The myth that I used to purchase an airplane ticket for my guitar so that it wasn’t flung into the cargo hold by some underpaid baggage carrier is complete nonsense. Of course I didn’t purchase the ticket, our manager did. He’d also get one for my telescope too. You see I used to like looking up at the stars from an aeroplane as there’d be less light pollution to deal with (I know it’s bad english to end a sentence with a preposition but I’m Brian May). Freddie would always role his eyes and make some witty remark (he was quite the quipster) whenever I’d setup the telescope. While I didn’t mind Freddie having a pop from time to time, I never understood why he didn’t take any interest in my stargazing. Who doesn’t enjoy a bit of astrophysics? But, if you think about, why would he bother to look up at a star when he could always see one in the mirror?
In the same week Ikea made this – https://www.bandt.com.au/ikea-retells-the-famous-tale-of-the-tortoise-the-hare-in-fun-new-take/
CHEP made that.
*Clearing throat*
This is good, dumb, fun work. It demonstrates the product range in a new way that fits the times (at least for those of us in Victoria who are tense as a bowstring).
Sure, it might not be a grab for awards, but it is good and it got a laugh out of me.
don’t normally love the CHEP stuff, but this is nice, fun, easy brand work
Don’t PR this bit. Wait 3 weeks and then just show us your award case study. The ideas are lacking but your case studies are fire. Either that or invest more effort and budget in the ideas and worry less about the case studies. Just saying you do one thing well, maybe PR that bit.
Love this. I’m aroused.
of all the times there was actually a relevant use case for technology (thinking open source pose estimation models) to be used they just do a film.
A film that – doesn’t adhere to any of the data that suggests what makes an online film hold an audience (something to grab attention at the start/quick cuts to hold attention/etc).
is it only me?
All of that data would ruin any good film you like.
Data doesn’t make film.
Emotion, creativity, craft makes film and there are no rules to those things.
Extremely simple.
It’s either engaging content that people will actual watch more than 7 seconds of or its such a whacky idea it makes front page news. This is neither and therefor is completely irrelevant. Such a great brand and an agency with huge resources. Imagine what Special Group or even the monkeys would have done with it.
TM had IKEA and did nothing with it.
Whether that’s the client’s fault or the agency’s something clearly didn’t connect.
That should have gone back to the drawing board.
I get that this full version isn’t supposed to be the thing that they show, but still, it’s just not interesting enough, or entertaining.
https://youtu.be/698jdKLHa8Q
1,246 views already.
The CHEP award bots doing their bit
Case study already prepared
@is it or it isn’t TM did have it for a while and at the start did do something interesting – remember Summer Shadows? Then for whatever reason they fell into the mundane. Then came a pitch and CHEaP came along and showed, like they always do, how they can use data to hit the target every time and be effective. What it really means is they can saturate with digital ads and so being CHEaPer than any other agencies. They changed the global brand line to a knock off of the Uniqlo line and so here we are.