IKEA - For we people are creators
The Newtons Laboratory reveals first work for IKEA Greece since securing account
“For we people are creators”
Athens-based independent agency the Newtons Laboratory has released its first piece of work for IKEA since winning the advertising account in December last year, after a stiff competition with local agencies.
The integrated campaign debuted August 30th with a film – an ode to people’s creativity when it comes to their furniture and homeware. Strategically, this marks the first expression of IKEA’s new positioning on a global positioning ‘Together, creating new possibilities’ as well as a shift from the brand’s positioning in the market from Live Together to Live Together. Create Together.
The film has a unique scale and power in its own right, as the copywriting follows a form of slam poetry to encompass the relentless possibilities of creators and how IKEA products are organically part of this. This is simple and emotional storytelling aiming to resonate with people and create a deeper connection.
At the same time, the film stresses what truly matters to people, while placing IKEA as an honest, humble brand at a time when people are bombarded with promotional messages trying to convince them to purchase products and services.
We are The Newtons Laboratory, a.k.a. the Newtons and we are an independent agency.
We were founded in 2011 in the apex of the crisis and precisely because of that, we were born to find solutions and to correspond to challenges.
To do so, our doors are always open to:
Society and world-changing ideas.
People-focused ideas to their core.
Creative strategies that actually affect people’s behavior.
Ideas that “rock-the-boat” while respecting people and the environment.
Ideas that truly add value to brands.
Being your unique self and expressing it in your own way.
Ambitious people that never stop loving and respecting this great business we’re in.
New creative opportunities and innovation.
Ideas that are uniquely ownable to each one of our clients.
The most creative minds of our society, not just advertising.
We’re The Newtons and our doors are always open.