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.
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