Wirz shows Ikea furniture in individual use
For IKEA's new living room campaign, Wirz showcases the most creative ways furniture is repurposed in everyday family life.
Furniture from Ikea can be found in almost every household - and especially in families it is often used for purposes for which it was not originally intended. So a sofa quickly becomes a playground, a bed a bouncy castle or a lampshade a cheerful headdress.
Ikea encourages everyone to give free rein to their spontaneous and sometimes somewhat unconventional living habits: "Live as only you live," is the claim, to which the actual first use of the furniture is added quite casually in the campaign with Swedish modesty and a little self-irony. Just as if it were a small additional feature.
Each of the three short films and each of the motifs derived from them has an almost documentary feel and is reminiscent of everyday living chaos with children. Furthermore, the campaign includes three radio spots and an Instagram contest looking for the most unusual and funniest misappropriations of Ikea furniture.
In a series of columns, Michèle Roten writes about the unusual purposes the sofa serves in her everyday living, drawing attention to this place so crucial to family life.
The advertising media are used throughout Switzerland as TV commercials, posters and ads, e-panels and online as bumper ads, collection ads and banners.
Responsible at Ikea: Simon Wirth (Country Marketing Manager/CMO), Matias Bergknut (Country Marketing Communication Manager), Henrik Zapp (Campaign Leader), Ines Bolter (Junior Project Leader), Nicole Wederich (Interior Designer Marketing), Hauke Broschat (Web & Digital Manager), Kristian Brändle (Digital Channel Manager), Maximilian Held (Marketing Web Coordinator), Vanessa Jenni (Marketing Web Editor), Gunita Olsevska (Graphic Designer & Web Coordinator), Christoph Widmer, Sabrina Pambianco (Social Media Specialist). Responsible at Wirz: Livio Dainese (Co-CEO/CCO), Samuel Christ (ECD), Florian Siegrist (Text), Dominique Magnusson (Art Direction), Elena Gabriel, Lia Bellini (Graphics), Anne Langer (Strategic Planner), Michèle Roten, Antonia Frind (Storyline), Adrian Huwyler, Sasha Djabbari (XLAB), Isabelle Jubin, Martina Raach, Katharina Erdrich (Consulting), Bettina Faessler (Agency Producer), Mario Müller (Production), Sabrina Schoenfelder (Digital Producer), Thomas Peller, Philipp Tschirren, Désirée Guzzo, Adina Nehrkorn (DTP), Rino Frei, Oliver Fäs (Image Editing). Production: Lina Baumann. Photo: Alex Cretey Systermans (photographer), Lorenz Wahl (photo editor). Film: Simon Nagel (Director/DoP), Stefan Grah (Editing), Fabian Kimoto (Grading), Gian Dolder (Sound Design).
