senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

IKEA Launches 'Make More Of Your Garden'

12/04/2013
Advertising Agency
London, UK
662
Share
Mother London spot directed by Biscuit's Mike Maguire

 

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
 
SIGN UP FOR OUR NEWSLETTER
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0