Ikea has launched a new campaign in the UK and Ireland to promote the importance of creating a home where people feel like they truly belong.
Dreamt up by creative agency Mother, the ‘It won’t feel like home ’til it feels like you’ campaign intends to inspire people to equip a home so that ‘reflects who you are’.
The retailer’s mission is to help create a home that is ‘unmistakably you’ by offering products that are ‘affordable for all’.
The accompanying 30-second spot sees a family move into a new home, furnishing and decorating the apartment as they go along. While they unpack, the apartment seems to be physically displeased with the new family, with a painting rolling its eyes and a doormat with words that read ‘Who’s this?’
Eventually, as the family finalise the looks of their own individual rooms, the property appears to become warmer and more welcoming. The ad ends with the voiceover proclaiming: “It won’t feel like home, ‘til it feels like you. Ikea. The Wonderful Everyday.”
The campaign will roll out via TV, VOD, cinema, in-store and digital platforms.
A three-piece episode docuseries will also showcase real life people using Ikea to make their homes ‘feel more like them’.
“Where we live is part of who we are, so having a home that reflects our identity really matters,” Ikea, cluster marketing communications manager, Kemi Anthony, said.
“We want to showcase the different ways IKEA can help make home your own, from small touches to bigger re-vamps, there are products that cater to all personalities and styles. Our range is at the heart of this campaign and demonstrates that we design with the needs of real people in mind, no matter what their budget.”
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Whose voice is it?