thjnk and IKEA get things cooking.

The new IKEA catalogue is coming, and it’s packing a great theme: It’s all about the place where families come together – to chat, do homework, try new things, play and make jam. Nowhere do the lines between life, work and play blur more than here: in the kitchen. Brimming with practical ideas, this IKEA catalogue adds great taste to any home by paying more attention to the room that’s all about life’s delectable moments. In other words: The Swedish home furnishings store is now focusing on life in and around the kitchen.

A broad-based launch campaign featuring various moving image formats announces the IKEA event of the year. IKEA invites people to join in a little mental experiment: How much would your daily routines change if you had a different kitchen? That is the question asked in the new TV commercial by the Hamburg branch of the thjnk agency group, which depicts everyday scenes in different kitchens: a new type of open-plan kitchen-living room, a small but cleverly designed urban kitchen, and a lush green kitchen that appears to have a garden built in.

“People always have a very special relationship with their kitchens,” says Lars Trzebiatowsky, Managing Director, Account at thjnk Hamburg. “When everything has its place, you waste less time and you’re free to take care of what’s really important: all the little things that make every day special. That’s just what we want to convey in the new campaign on all channels.

Of course, IKEA doesn’t pretend that the right kitchen will suddenly make life a picnic forever. But there is one thing the commercials make clear: the right ideas for your kitchen will make everyday life more tasty. This idea is also at the heart of the campaign, which comprises various TV and online formats, OoH, digital OoH, extensive online advertising (GGH Lowe), social media measures (Razorfish), various advertisements in local newspapers, flyers and mailshots (Vanderlicht), an IKEA Family mailshot and other CRM measures (Grabarz & Partner) as well as radio commercials.

Starting in mid-August, 20-second commercials will run on all the major TV channels alongside a 37-second commercial. Online measures include a 49-second version and several shorter formats.thjnk attracted director Charlie Crane to the project. Production was handled by Cobblestone in collaboration with CFS.

To the commercial

Responsible on the client side:

Marketing Manager: Heiko Klauer

External Communication Manager: Nina Kirschke

Project Leader Marketing: Anett Gleichner, Tobias Wottke

Responsible on the agency side:

Executive Creative Director: Bettina Olf

Creative Art Senior: Annika
Creative Art Junior: Sebastian Körner

Creative Director Copy: Ales Polcar

Creative Copy Senior: Sabine Kuckuck, Anna Lichnog

Strategist: Stephan Friedrich

Account Director: Verena Harwege

Account Manager: Tanja Contreras Morales

Responsible on the production side:

Producer: Kristina Albrecht, Hermann Krug (CFS Krug)

Film production: Cobblestone

Director: Charlie Crane

Camera: Mathias Schöningh

Post production: nhb video

Music: Thomas Hill / Major Tom