CHE Proximity wins IKEA’s creative account
IKEA has released its first campaign from new creative agency CHE Proximity, Mumbrella can reveal.
The campaign launches the new brand platform ‘Life By IKEA’, and demonstrates how IKEA’s products can be used to redesign consumers’ bedrooms to improve their sleep. The first TVC shows a couple’s room being taken over by IKEA designers, like a doll’s house, to improve the comfort of their room and help them sleep through their daughter’s late night homecoming.
The creative account went out to pitch earlier this year. Incumbent agency, The Monkeys, had previously held the account since 2010.
I LOVE THIS. It’s sooooo IKEA. Seriously good.
Not sure this is Ikea standard. Though it does look like it was put together with an Allen key
I find the ‘daughter’s late night homecoming’ to be so at odds with what we associate with Ikea.
Surely she and her friend would have had to wander through the garden for at least 20 minutes just to find the front door.
So the cure to our bedtime phone addiction is a bedside table with a draw? And sleepless nights a thicker doona and a new curtain. Thank you for your practical advertising tips Ikea. If only I’d known before.
from great work with The Monkeys to this mediocrity…fail.
can someone explain the accent?
is it computer generated? really weird – doesn’t sound at all Swedish but just sounds obscure and unclear
High on promise, low on delivery.
Seriously, when are clients going to wake up to their bullsh*t? Their sell is great but the end result is mostly woeful.
This is so not IKEA. Better luck next time
this is [Edited under Mumbrella’s comment moderation policy]
Let’s all be as negative as we possibly can and hide behind false names. Well done
…that’s about it.
Monkeys did such lovely joyful, disruptive work for Ikea. Perhaps relationship broke down. Or perhaps a new CMO decided to put their own stamp on things. Sad day in advertising.
Great ad! Culturally appropriate, on brand & well executed. Nice work CHEP. Another great piece of work.
Not what you want your advertising to be when you’re trying to convince Australians that your products are otherwise.
Spot the disgruntled comments from the Monkey’s and other agencies that failed to secure the business.
Grow up.
How did it feel to lose the account?
How about that first comment from someone (probably) at CHE. It works both ways @Classic Comment.