IKEA online dancer tests ‘Party Proof Kitchens’
IKEA has unveiled an interactive demo that allows customers to re-enact a rigorous ‘party proof’ test to prove the durability of its kitchens range.
As a digital echo of the ‘Kitchen Party’ TV ad, the ‘Party Proof Kitchens’ online experience, also created by Mother, features a dancing man who puts an IKEA kitchen through its paces to emphasise IKEA’s 25-year guarantee on all kitchens.
The microsite lets users direct the movements of the “tester” figure by dragging him left or right through a series of artfully choreographed leaps and spins, each of which demonstrates a particular strength of an IKEA kitchen – such as slam-proof doors and drawers and stain-proof work surfaces.
Vala Magnadottir, Advertising Manager at IKEA, said: “The content for the Kitchen department pages was produced by Mother and IKEA together and is a fantastic achievement. We look forward to carrying this on in 2012 and working collaboratively together. Tight communication between ourselves and our cultural/creative partners at Mother has led to work that’s both creative and effective.”
Jacob Wright, Strategy Director at Mother, said: “This online experience balances the need to give people the information they're looking for with the fun, ‘twinkle in the eye,’ IKEA tone that people love in our broadcast communication. And as a result it sells very hard and builds the brand at the same time.”
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Director: Nicholas Bentley
Production Co: A+
Producer: James Cunningham
Editor: Alex Leah @ Envy
Post Production: Jason Farrow @ Envy
Digital Production: Tag Worldwide
Sound Design: James Clark @ Clearcut Sound
Grade: Luke Morrison @ The Mill
DoP: Matt Fox