IKEA offers inspiration and support for the changes in the home - no matter how big they may be. thjnk looks forward to communicating exciting, creative answers to all aspects of life with IKEA over the next few years.
Change - hardly any other word triggers so much fear and insecurity in people, but also so much palpitations and joie de vivre.
In times like these, when change is a constant companion, many ask themselves:
What is this change doing to me? With my everyday life? with my home?
IKEA offers inspiration and support for the changes in life at home - no matter how big they may be. Thjnk looks forward to communicating exciting, smart and creative answers to all situations in the home with IKEA in the years to come.
The new communication platform "Inspired by Life" shows the big and small opportunities behind every change.
In the moving image part of the campaign, we accompany a young couple as they visit their first apartment together. We see them daydreaming about their future – and sometimes imagining life together very differently. Told with an intimacy that might remind viewers of one or the other moment of their own infatuated re-discovery. "Inspired by life".
The statement: No matter what comes, we can accompany you. IKEA learns from life. To inspire for life.
Stefan Schulte, Managing Director Creation thjnk Berlin: "With our new platform 'Inspired by life' we have managed to reinterpret the optimistic and realistic role of the brand in people's lives - and hopefully many people will be able to take part in theirs in the coming years can accompany small and large changes."
The communication platform has already made its first appearance in a few places, such as at this year's IKEA Festival. From October 25, IKEA will be bringing the new message to the streets, to televisions and to smartphones in Germany – and from January 2023 in the Austrian and Swiss markets.
In the high-reach media (TV, online video, social media and OOH), viewers can now discover the first campaign of this communication platform.
And the out-of-home motifs also show what role IKEA can play in the constantly changing and growing lives of consumers. From a single bed to a cot, from a high chair to a wing chair.
It is a well-known fact that you grow with your tasks – and IKEA grows with you.
Further integrated measures come from the IKEA agency pool:
MediaCom is responsible for media planning and focuses on high-reach media. For this purpose, the spot is used on TV (30" and 20") as well as in online video (20" and 6") and social video (6"). In addition, visibility is supported by a national OOH flight.
Publicis Sapient is extending the campaign to the German-speaking markets via social networks.
Plan.Net Performance supports the campaign in the area of performance
Marketing (SEA, SEO, Affiliates).
Thanks for producing and directing the moving image goes to BWGTBLD and Stefanie Soho.
RESPONSIBLE ON CUSTOMER SIDE
Country Marketing Manager: Heiko Klauer
Marketing Comm. Manager: Stefanie Albert
Responsible project managers: Immacolata Lidia Costantino
Responsible ikea.de: Anna Katharina Dietrich, Christina Goldmann-Reichert
Responsible Social: Natanja Marija Grün
Responsible Media: Jan Kimpel, Fariss Tajjiou
Corporate Communications: Denise Greiner
Interior Design Leader: Michael Haas
RESPONSIBLE ON AGENCY SIDE
Creation Manager: Stefan Schulte
Executive Creative Director: Sabine Kuckuck
Creative Directors: Berthold Brodowski, Andreas Richter, Ralf Schröder
Creative Art: Stephan Nurge
Creative Copy: Jens Christl, Maximilian Lange-Brandenburg
Strategy Director: Isabelle Rogat
Managing Director Consulting: Hendrik Heine
Account Director: Stephanie Schmitz
Producing: Benjamin Calcott, Laura Fruchtnicht
RESPONSIBLE ON AGENCY SIDE OOH
Producer: Carolin Sunshine
Photographer: Dirk Weyer
Equipment: Kirsten Garbade
Post production: David Kowalski
RESPONSIBLE ON TV PRODUCTION SIDE
Film Production: BWGTBLD GmbH
Executive Producer: Jakob Preischl
Producer: Tom Ehrhardt
Post Production: bEpic GmbH
Post Producer: Filomena Alder
Directed by Stefanie Soho
DoP: Mathieu Plainfossé
Editor: Nick Kohler
Styled by Julia Quante
Mask: Nadin Wagner
Equipment: Kirsten Garbade
Music DC: Yehezkel Raz
Music 45”, 30”, 20”: Eirik Røland
Sound: Staub Audio / Kraatz Studios GmbH
RESPONSIBLE FOR MEDIA PLANNING
MediaCom agency for media advice GmbH
Director Media Consulting: Minna Guse
Group Head Digital Media Consulting: Sarina Drexhage
Media Consulting: Annalea Nickel
Junior Media Consulting: Kim Zimmerman