IKEA Australia has launched a campaign, via The Monkeys, to promote its 2015 Outdoor Range using nothing but shadows to show how people can get the most out of their outdoor spaces – no matter what size.
The idea is inspired by the fact that Australian backyards are not all stereotypical large grass backyards, and the reality for many Australians is that outdoor spaces may be a small terrace courtyard, an apartment balcony or even a shared concrete rooftop.
“For many Australians, one of the most important rooms isn’t actually in the house – it is their outdoor space. This becomes even more apparent over the summer and holiday months,” says Peter Moore, External Communications & Media Manager at IKEA Australia.
“Whether you are looking to cook, relax or entertain in these areas, we set out to show that IKEA has everything you need to turn any space, no matter the size of your budget, into the great outdoors. All you’ve got to do is add sunshine.”
Each setting relates to IKEA Australia’s target customers and the variety of products in its outdoor range for large space living, small space living, and apartment living.
The campaign will run on OOH and digital display. For interview requests & images:
Client: IKEA Australia
Agency: The Monkeys
Executive Creative Director: Justin Drape
Creative Lead: Paul Bruce
Art Director: Barb Humphries
Senior Planner: Michael Hogg
Art buyer / Producer: Alison Dunlop
Head of Print Production: Tom Harrison
Print Producer: Chris Benson
Designer / Finished Artist: Anthea Wright
Executive Digital Producer: Lauren Glynn
Flash Designer: Han Lee
Senior Digital Designer: Eva Godeny
Senior Digital Designer: Tim Grout
Senior Content Director: Naomi Iland
Content Manager: Liza Schulberg
Media agency: Match
PR agency: Mango
Photographer: Nick Bowers Photographic
Production: The Kitchen
Retouching: Cream Studios