303 LAUNCH NEW IKEA CATALOGUE WITH A CAMPAIGN THAT SHOWS ‘CHANGE IS GOOD’
A new TV and press campaign to promote the launch of IKEA’s 2009 catalogue has been developed by 303 and IKEA (SA and WA) encouraging customers to embrace the concept that ‘Change is good’. The 3 x 15 sec and 1 x 30sec TVCs launched last night and feature couples in typical domestic scenarios – with each demonstrating how making even small changes in the home can be a catalyst for change and that you don’t have to change a lot to get a lot of change.
303’s Sydney Creative Director Julian Watt who oversaw the creative development on the project said: “Our homes are an embodiment of our lives. The campaign takes a look at how our lives are affected by the decorative state of our homes, and how IKEA allows us to change our lives by changing the things that make up our homes.”
Beni Hansen, Marketing Manager IKEA commented: “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.”
Approximately 1 million copies of the 2009 IKEA catalogue will be dropped in Adelaide and 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)
20 Comments
Lacking in colour, looks cheap and feels a bit flat. Perfect Ikea branding. Well done all around.
Much better than the normal Perth campaign and very nicely directed talent Rob.
Nothing here that says we have to put our name to our comments, so let me be controversial and shocking.
I like it.
Wonder if that will get through the CB censor.
Great direction, great acting.
But these are just puns guys. Puns. I thought they went out in the 80s. Like Ikea kitchens. Oh, hang on…
Take those ads off air! The last thing Ikea needs is more customers.
I was at Ikea a few Saturdays ago and there was so many fuckin’ people there I couldn’t wait to get the hell out. I nearly killed a mother and two children in the car park in my rush to escape with a stupid side table the wife said we had to have.
I thought it was much funnier when you cut to the giant scrabble tile.
4.43pm. Are you a man or anonymous?
Nice work guys! Nat
I thought CB was going to stop anonymous posting on agency-posted ads? This one has clearly got a 303 PR piece attached to it and yet here we all are, anonymous as ever. CB, please explain!
9:36 – 303 took a mature approach and attached a note saying that they didn’t mind if anonymous comments were made on this campaign. CB has not asked them why, but we can speculate that they realise that anonymous comments should always be taken with a pinch of salt, as the person making the comment may have a personal axe to grind. We can also speculate that, as this campaign is quite good, they realise that it isn’t going to attract too much slagging off as every agency in Perth has at some time over the past year created far, far worse.
Nicely put CB.
Are you the blog police 9.36? The comments on this blog have been highly entertaining and people I know love the fact that they can give an opinion without fear of any comeback. It’s not like it’s been a vicious free-for-all.
oh, and good work Rob and 303.
In answer to your question 7.33, I am ananonymousman.
Come on, who is going to put their real name to a slag off? What if I want to work at 303 one day and write my own punny ads?
7.33.
As, I suspect, a fellow writer, I appreciated your clever use of the much-despised homophonic pun (“anonymous/mouse”) in response to a post which was, itself, attempting to critique a homographic play of words (although, strictly speaking, none of the IKEA ads explicitly makes use of antanaclasis).
4.43.
Don’t believe everything people tell you about wordplay. Sure, some of the puntastic cliches we see on air and in press here in WA are cringeworthy. But attempts at more subtle stuff should be part of your own craft. As Burgess says “”… plurality of reference is in the very nature of language, and its management and exploitation is one of the joys of writing.”
10.17. Is that your real name? I think not. I’m trying to work out who you really are. I’m thinking Steve Browning.
11.11am. Steve would be top of my list too How many other writers are there in Perth that have even a cursory grasp of grammar, let alone the nous to use terms like “antanaclasis”. The other only real option…. is that you Ric?
Point taken sb. And well put.
I take (some) of my innocent vitriol back.
I have been a purveyor of bad punnage in my time, like any Perth writer, so I expect the time for my comeuppance will eventually come.
the best thing about these ads – the direction – nice job Rob.
Ha, ha, ha. Very punny!
Congrats! Nice work 303.
IKEA “Want” has just been listed as one of this weeks top six new TVC spots on Best Ads. … Well done all.