Ikea issues 'time for living' manifesto

Ikea issues 'time for living' manifesto

“It’s time to make time for living” is the tagline of Ikea’s new advertising campaign that is presented as more of a manifesto than ad by Teddy, the nine year old face of the push.

The two minute video shows Teddy walking through numerous empty houses lamenting how busy lives full of after-school activities and social engagements are impacting family home life.

The campaign, by The Monkeys, includes 30 second and 15 second TV commercials, an online content hub, out of home, magazine advertising and a Spring\Summer brochure.

‘Make Time for Living’ will be the “overarching sentiment” across all of the brand’s marketing communications over the coming 12 months with the idea to be integrated throughout the five east coast stores.

The online hub, created by Lavender, is called ‘Home of Inspiration’ and showcases style, local content, a focus on open plan living and ideas for making time for living at home.

The magazine and outdoor campaign will launch early in October.

Rebecca Darley, Ikea country marketing manager, said: “We discovered that a spontaneous and unstructured moment of family togetherness is often considered a waste of time – it’s as if Aussies have forgotten about the importance of just spending time together at home”.

“Our goal is to create a stronger emotional connection between Australians and the IKEA brand through market relevance and understanding our customers. We have chosen to tell the story from a child’s point of view because it is so infrequently heard on the topic of home life – yet our decisions in balancing togetherness with productivity directly affect children’s experience of ‘family’.”


Credits: Ikea marketing manager Rebecca Darley, Ikea advertising manager Rowena Kanna, creative agency The Monkeys, fil production Revolver, director Matt Devine, The Glue Society, post The Editors, sound Nylon, content production Will O’Rourke, director Richard Bullock, photography Michael Corridore, Carine Thevenau, Jeremy Shaw, media agency Match Media, communication director Nick Wokes, communications manager Mark Echo and Russel Dowse, online content hub agency Lavender, client services director Gayle While, PR agency Mango, GM Claire Salvetti, account director Ella Tacchi. 

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