We continue to reimagine our relationship with our homes, and even as they become ever more important, we often still feel like we need to leave our homes to achieve our goals, realise our dreams, or become the people we’re meant to be. We disproportionately celebrate the successes achieved outside the home, but at IKEA, they believe that home is where it all starts. Home is a canvas for our dreams and ambitions.
We make ourselves, at home.
In keeping with IKEA's understated irreverence, or 'twinkle in the eye', the aspirational brand campaign from Rethink Canada focusses on the double entendre of the familiar saying, 'make yourself at home'. To show how the influences of home shape who we become, the 60-second brand film features three vignettes showing how an easel fitted with MALA drawing paper, a VATENKRASSE watering can, or a RANARP lamp can unlock the potential of an artist, a gardener, or an author.
The brand creative also aims to inspire a bit of nostalgia for our experiences of life at home as the campaign sets out to attract new and existing fans to the IKEA Canada brand.
"We know through our extensive research and experience as a global leader in life at home that home is much more than the four walls of our spaces, it's a place that shapes who we are and who we can become," states Johanna Andrén, head of marketing, IKEA Canada. "It was important for us to produce a campaign that is connected to more than just the functional aspects of IKEA. We wanted to connect to the emotional benefits that our brand and products inspire for the many Canadians."
Visually, the work is inspired by iconic IKEA products and the magic they can enable for the individuals and families who use them. Each product explored became the catalyst for who each protagonist became.
Six unique rooms were built from scratch, with great attention to detail ensuring each vignette felt aspirational and looked beautiful, while remaining authentic and relatable.
"Creating beautiful, yet authentic and relatable rooms is synonymous with IKEA, though no easy feat!" notes Joel Holtby, creative director, Rethink Canada. "We're proud of the approachable details brought to life in the spot, but especially giving new meaning to a common expression like make yourself at home, that only IKEA could authentically say."