Ikea has released a new campaign titled ‘Your Home Will Never Be the Same’ highlighting how much life can change when you have children. Provocatively, the Swedish retailer is encouraging children to create as much disruption as possible.
The TV spot shows a series of small kids running riots in their homes, drawing on walls, leaving toys on the floor, entering rooms they’re not supposed to go into, messing up their parents’ clothes and soft furnishings, making noise and generally creating havoc.
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The campaign initially launched this week in Morocco and will roll out in further markets across the Middle East later this year. To ensure the campaign resonated with the audience, the agency enlisted a cultural strategist based in Dubai to bring regional expertise to the project.
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Credits
Creative agency: This is Libre
Brand: Ikea
Campaign: What You’re Here For
Client team: Gabriela Guardamino, Tima Elkhaloui, Sahira Ladha, Amel Moussa
Creative team: Mónica Moro, Raquel Martínez, Borja Diego, Lorena Älvarez, Mikel Etxebarria
Strategist: Antoine Valton
Project manager: Andrea Cabezudo
Producers: Martín Beilin, Los Producers
Production house: Lee
Director: Sega
Executive producers: Iban Fernández, Irma Borrel
Director of photography: Pedro del Rey
Editor: Javier Ramos
Post-production coordinators: Daniel Cañizares, Frank Cañizares
Post-production aux: Daniel Alonso
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Post-production house: Lee Films
Sound: The Lobby
Still photographer: Jorge Puente
Still photographer aux: Guillermo Martinez Tejedor
Music: Fede Pájaro (The Lobby)
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