IKEA Launches 'Make More Of Your Garden'

IKEA is launching a new campaign in the UK and Ireland, titled ‘Make more of your Garden’ which showcases the retailer’s outdoor living solutions and aims to excite and inspire people to transform their outdoor living spaces.

 

The campaign, which features a 60 second TV ad and a 2 minute music video, uses the insight that although the UK are a house-proud nation who love their gardens, we simply aren’t making the most of them, whether big or small or come rain or shine.  The campaign is intended to inspire people to give as much thought to how they furnish their outdoor space as they would any room inside of their house, showing off some of the most inspiring IKEA solutions along the way, whatever the weather.

 

 

The adverts, which launch on Saturday 13 April, look at a family trying to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.

 

The TV spot, features a cover version of the Mötley Crüe song ‘Time for Change’ by The Palace of Budapest Philharmonic Orchestra and The Heritage Singers. Five versions of the TV advert, directed by Mike Maguire at Biscuit, have been produced and include 60” 30” and 10” adverts that run until early June on TV as well as a full length music video running online at http://www.youtube.com/ikeauk. The campaign also features outdoor, press ads and online ads.

 

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “With the third burst of our ongoing brand campaign it’s our ambition to continue the revitalisation and transformation of the IKEA brand in the UK and Ireland. Our goal is for the ‘Make more of your garden’ campaign to raise awareness of the wide range of outdoor solutions available in the IKEA store that can help them transform their outdoor space. It will demonstrate how easy and affordable it is to treat your outdoor spaces just like any other room in the home, ultimately encouraging consumers to choose IKEA for all of their outdoor home furnishing needs.”

 

Freddy Mandy, creative director at Mother, said: “To us, gnomes symbolize the lacklustre state of the nation’s gardens. They are tired, old fashioned and uninspired. So we imagined the gnomes’ reaction to a family installing new, exciting, modern garden furniture into their territory. It sparks a turf war, quite literally.”

 

Other ads in the brand campaign include ‘Living Together’ and ‘Playin’ with my Friends’, which can be seen at www.youtube.com/IKEAUK.

 

Credits

 

Creative Agency: Mother

Art Director: Mother

Copywriter: Mother

Planner: Mother

Agency Producer: Mother

Director: Mike Maguire          

Production Co: Biscuit Filmworks

Managing Director: Shawn Lacy

Executive Producer: Orlando Wood/ Colleen O’Donnell

Head of Production: Rachel Glaub

Producer: Gustav Geldenhuys

Production Designer: Alexis Ross

Editor: Ed C @ Final Cut

Post Production: The Mill

Audio post-production: 750mph

DoP: Ulla Pontikos

Music Track: Time for Change originally by Mötley Crue, arranged by Tom Player, performed by Palace of Budapest Philharmonic Orchestra and The Heritage Singers. 

Orchestra leader: Oláh Vilmos