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thjnk BERLIN AND IKEA MAKE HOME A SAFE HARBOUR

Updated: Aug 29, 2023

Everyone knows it: Sometimes you have one of those days when everything just comes together, where nothing is going right and you are completely overwhelmed. And in the end you're just happy to be home.


woman standing in front of a door in a hallway

The new IKEA campaign under the motto “Finally with you. At home." dedicated to this special place. A place that gives us space and our needs – no matter what tricks the world outside plays on us.


Stefanie Albert, Marketing Communications Manager at IKEA Germany: “Home is so much more than the four walls in which we eat, sleep and work. Above all, it is this very special feeling that sets in when you open the door to the apartment. Especially after a hard day.” Stefan Schulte, Managing Director Creation at thjnk Berlin, adds: “Everyone needs a retreat and with IKEA everyone can afford one.”


The campaign will be launched on January 24th with the film in various formats. The video content is widely used on TV, online and in social media. Zauberberg was responsible for the production, Frieder Wittich took over the direction.


For the accompanying campaign shoot, thjnk was able to win over the Berlin photographer Marija Mihailova, who staged selected focus products in four key visuals in their function as the symbol for the feeling of home - in addition to the "I'll do that tomorrow carpet" there is also the "I-had-a-long-day-cinnamon roll".


As in previous campaigns, thjnk Berlin not only took on the role of lead agency for the German market, but also developed the strategy and creation for Switzerland, Austria and the Czech Republic.


Further integrated measures come from the IKEA agency pool:


MediaCom is responsible for classic and digital media planning and focuses on high-reach media. For this purpose, the spot will be used both on TV and online. In addition, visibility is supported by an OOH flight in the top 13 cities.


Publicis Sapient draws attention to the campaign on social media: The new TV commercial will be published on Facebook and YouTube in parallel with the TV broadcast.


In the course of the campaign, exclusive insights into the protagonist's apartment can be seen in the reels on Instagram: The furnishing and furnishings of the bedroom can be followed in a timelapse, and there is also a tour of the hallway and living room. Accompanying posts on Facebook, Instagram and Pinterest complete the communication measures.


Plan.Net Performance supports the campaign in the area of performance marketing (SEA, SEO, affiliate).






RESPONSIBLE ON CUSTOMER SIDE

Country Marketing Manager: Heiko Klauer

Marketing Communication: Manager: Stefanie Albert

Responsible Project Director: Immacolata Lidia Costantino

Responsible ikea.de: Sarah Scheurer, Anna Katharina Dietrich

Responsible Social: Natanja Marija Grün

Responsible Media: Jan Kimpel, Sabine Pracht, Nico Städtler, Fariss Tajjiou

Corporate Communications: Isolde Debus-Spangenberg, Denise Greiner

Interior Design Leader: Michael Haas



RESPONSIBLE ON AGENCY SIDE thjnk BERLIN

Managing Director Creation: Stefan Schulte

Creative Director: Sabine Kuckuck, Sophie Kearney

Creative Art: Stephan Nürge, Lucca Cremer

Creative Copy: Benjamin Hänsel

Strategy Director: Stephan Friedrich

Managing Director Consulting: Hendrik Heine

Client Service Director: Carolin Uppenbrock

Account Director: Stephanie Schmitz

Producing: Benjamin Calcott, Carlotta Lansing



RESPONSIBLE ON PRODUCTION SIDE

Film Production: Zauberberg Productions GmbH

Executive Producer: Frank Siegl

Producer: Eva Strittmatter-Powers

Post Production: Zauberberg Productions GmbH

Post Producer: Nina Roppert

Director: Frieder Wittich

DoP: Bjorn Haneld

Editor: Marty Schenk

Styling: Simone Eichhorn

Mask: Nadin Wagner

Equipment: Kirsten Garbade

Musik: Benjamin Boleyn

Sound: Kraatz Studios GmbH

Fotografie: Marija Mihailova



RESPONSIBLE ON AGENCY SIDE thjnk BERLIN PUBLICIS.SAPIENT

Text & Concept: Anne Rassner, Karsten Nölle, Marc Hässicke

Creative Direction: Britta Schöffler

Project Management: Ines Seitz

Art Direction: Rachel Siegman



RESPONSIBLE ON SIDE OF PLAN.NET PERFORMANCE

General Manager: Markus Baumann

Account Manager: Christian Czasch



RESPONSIBLE ON SIDE OF MEDIACOM

Group Head Digital Media Consulting: Sarina Drexhage

Group Head Media Consulting: Peter Wiedemann

AOR Media Lead: Nina Lemke

Media Consultant: Annalea Nickel

Junior Media Consultant: Kim Zimmerman

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