thjnk sends an invitation to IKEA Germany’s 40th birthday.

Congrats! IKEA Germany is 40 years old this autumn and is celebrating the home with an anniversary campaign. To mark the occasion, the thjnk agency group’s Hamburg branch came up with a 75-second commercial for use online, and a 35-second version for TV.

“IKEA has become such an integral part of our daily lives that life would be inconceivable without it. The anniversary film shows the many facets of home life. And in a way befitting a 40th birthday – not too wild, not retrospective, but real,” says Lars Tzrebiatowsky.

“We are proud of the last 40 years and are delighted with a film that shows we really want to know how you live so that we can make your everyday lives better. That’s the way IKEA is, how it thinks and works,” says Heiko Klauer, head of marketing at IKEA Germany.

The TV flight is flanked by billboards (digital cinema channel & digital OoH) as well as radio commercials that advertise specific birthday offers. The billboards echo the design of the in-store advertising featuring the signature IKEA flat packages. For the radio commercials, the well-known IKEA jingle was remixed into a birthday melody by Studio Funk. GGH Lowe GmbH is responsible for the accompanying online activities. Additional flanking promotions in the furniture stores and on social networks are carried out by Initialwerk and Razorfish.

The film was produced by CFS and SOUP Film, and directed by Felipe Ascacibar from Berlin. The commercial is set to run for a period of two weeks and has been on air since 11 October 2014.

The commercial:


Responsible on the client side:
Head of marketing: Heiko Klauer
Head of advertising: Nina Kirschke
Project manager: Petra Rottmann

Responsible on the agency side:
Executive Creative Director: Bettina Olf
Creative Art: Samuel Huber
Creative Copy: Sabine Kuckuck
Strategist Senior: Alexander Kovrigin
Account Director: Verena Harwege
Account Manager: Tanja Contreras Morales

Responsible on the production side:
Film production: SOUP Film
Producer: CFS Krug
Director: Felipe Ascacibar
Camera: Bjørn Haneld


thjnk ag
Kete Link
Phone: +49 40 41 34 99-451