IKEA's campaign addresses diverse home storage challenges with smart solutions
As an extension of 'Organising Is Awesome,' a three-part film series features amusing banter between objects, illustrating how IKEA's clever storage solutions come to the rescue in everyday scenarios
Sumit Rawat
In an effort to address the common challenge of clutter management faced by Indians, IKEA has unveiled three brand films as part of its "Organising Is Awesome" campaign. These films showcase relatable banter between everyday objects trapped in clutter, highlighting how IKEA's smart storage solutions come to the rescue.
The campaign takes a humorous and playful approach, featuring colloquial conversations between household items in three distinct scenarios: the wardrobe, shoe cabinet, and kitchen cabinet. Each film personifies these objects, turning them into relatable characters engaged in witty dialogues. The wardrobe film, for instance, depicts two belts warning a tie about the trench he might fall into.
Using a clever blend of before-and-after treatments and humorous dialogues, the films vividly portray the chaos that ensues without proper organization and contrast it with the harmonious order achieved through IKEA's storage solutions.
Anna Ohlin, Country Marketing Manager, IKEA India, expressed, “Our recent Life at Home report shows that for 22% of Indians, having a tidy and organised home and for 18%, having time to organise the home gives them comfort. Through these films, we aim to bring laughter, relatability, and showcase how IKEA's affordable and innovative storage solutions can make a significant difference in the lives of many."
Pravin Sutar, Head of Creative, Leo Burnett Orchard, added, “This campaign offers a humorous take on the comedy of chaos, drawing parallels to everyday life and the entertainment it offers to every Indian.”
The "Organising Is Awesome" campaign will be featured across various platforms, including TV, Reels, Skip Ads, Outdoor, and Print, reflecting IKEA's commitment to reaching Indian consumers through diverse channels. The films aim to provide a glimpse into the joy of organized living while highlighting IKEA's innovative storage solutions.
