thjnk and IKEA awaken yearnings for nature.

A kitchen so green it could pass for a garden, with walls covered in herb pots? A balcony that’s been turned into an opulently horticultured oasis in the heart of the city? “It’s perfectly natural” – IKEA announces at the beginning of the new outdoor season.

The Hamburg office of the thjnk agency group created not one, but two new films as part of a major campaign – one focusing on creative outdoor solutions and the second devoted to the inspiring IKEA kitchens that are more than a match for the latest food trends. On air from 21 March 2016, the two commercials play charmingly with how men’s and women’s ideals often differ – thus encouraging viewers to indulge in dreams of their own. The IKEA solutions showcased in the films illustrate urban gardening at its best, whetting viewers’ appetites for making their own homes greener.

“This season, the lines between indoors and outdoors blur – when you simply bring your garden into the kitchen, for example,” says Bettina Olf, Executive Creative Director at thjnk Hamburg. “With the new ideas for a greener lifestyle, IKEA has not only spotted a trend but placed itself right at the forefront. The wide range of products and brand-new ideas is unmatched.”

The campaign also incorporates radio commercials, six additional online clips and a digital OoH flight. thjnk was delighted to bring in photographers Mark Seelen and Heidi Lerkenfeldt for this project, along with director Zak Emerson. For production, the agency brought CFS and tony petersen film on board.

The campaign concept was extended across all media together with each of IKEA’s partner agencies. An extensive landing page by GGH MullenLowe forms the campaign’s digital hub. It offers green outdoor and kitchen solutions, a wealth of product ideas and helpful tips that all add up to a rich source of inspiration throughout the campaign’s run. Additionally, the content is communicated in a needs-based manner through IKEA FAMILY newsletter spreads, online advertising and a matching CRM strategy.
Grabarz & Partner developed and executed the IKEA FAMILY mailshot. The agency came up with a delightful extension of the overarching campaign theme, guiding recipients from the garden into the kitchen, i.e. outdoors to indoors, to ideas for green plants and recipes. “Green” and “inspiring” are also the watchwords on IKEA’s social media channels, Facebook, Instagram and hej.de, all courtesy of razorfish. Vanderlicht handled various activities ranging from teaser ads to mailshots and invitations in local media. Media planning was coordinated and implemented by MediaCom and plan.net.

The two commercials can be viewed here and here.

Responsible on the client side:
Marketing Manager: Heiko Klauer
External Communications Manager: Tobias Vogler
Project Leaders Marketing: Anett Gleichner, Tobias Wottke

Responsible on the agency side:
Executive Creative Director: Bettina Olf
Creative Art Senior: Annika Frey
Creative Art: Sebastian Körner
Creative Director Copy: Dr. Aleš Polcar
Creative Copy Senior: Susanne Härtwig
Creative Copy Junior: Isabella Jacob
Strategist: Stephan Friedrich
Account Director: Verena Diefenbach
Account Manager: Ann-Kathrin Dobro
Art Buying: Susanne Nagel, Caroline Walczok

Responsible on the production side:
Producers: Kristina Albrecht, Hermann Krug (CFS Krug)
Film production: tony petersen film
Director: Zak Emerson
Camera: Frederico Alfonzo
Post production: MPC London
Cutter: Lee Hickey
Music: Yessian Music GmbH
Photographers: Mark Seelen, Heidi Lerkenfeldt