This is a brilliant advertising campaign by IKEA Norway, showcasing the product and combing it with real life. Realistic, relatable, practical and authentic, all real life situations that most parents or anyone with pets has experienced. The perfect IKEA catalogue image with the product looking beautiful and then the real life scenario, a Mum puking into a bucket, a dog peeing on the floor and the parents coming home to the teenage after party. It certainty is keeping it real.
Annika Mørch Asté, Ikea’s head of marketing communication, said: “Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee. But life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that."
Celin Kjenslie, country marketing manager at Ikea Norway, said: “With this campaign, we wanted to showcase the more honest sides of life at home and how our products are designed to withstand daily life. Good design does more than just look great in a catalogue.”
Congratulations to the creative agency Try Design from Olso, Norway and the IKEA Norway marketing team for this courageous campaign, amazing work, well done to the entire team involved.
ABOUT THE AUTHOR - Karl Vogel
15+ years senior Sales & Marketing leading teams.
Sales & Revenue Growth, Customer Success, Customer Experience Specialist.
Communication & Loyalty Marketing Expert.
International & Australian Awards for Marketing performance and excellence. ECHO awards from ANA (Association National Advertisers USA) London International Advertising, New York Festival, ADMA (Australian Direct Marketing Association).
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