Ikea spot urges Aussies to overhaul their living room

10 September 2018

Advertiser: IKEA
Creative Agency: The Monkeys

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Sick of navigating an unruly coffee table to get to your spot on the couch? Ikea has the answer.

Ikea wants to inspire Australians to ‘Get Used to a Better Living Room’ in its latest campaign.

The creative, by The Monkeys, shows a couple of typical Aussie living rooms – one that is cluttered and another that isn’t, thanks to Ikea’s handy tray table.

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

“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,” The Monkeys executive creative director Vince Lagana said.

Ikea Australia national marketing manager, Kristin Bengtsson, adds: “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.

Credits

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: The 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

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