Ikea breaks national campaign
Home furnishings retailer Ikea Canada has begun a new advertising campaign called “Make Yourself. At Home.” The national campaign consists of a 60-second television commercial, accompanied by shorter TV executions, digital advertising and social media content. The campaign focuses on the role of a home as “a source for being and becoming who and what we want to be.” The creative depicts Ikea products such as an easel, a watering can and a lamp, highlighting how they can further the development of an artist, a gardener or a writer. The campaign was developed by Rethink.
“We know through our extensive research and experience as a global leader in life at home that home is much more than the four walls of our spaces, it's a place that shapes who we are and who we can become,” said Johanna Andrén, head of marketing at Ikea Canada. “It was important for us to produce a campaign that is connected to more than just the functional aspects of Ikea. We wanted to connect to the emotional benefits that our brand and products inspire for the many Canadians.”