Swedish agency Åkestam Holst has created a clever new play on words in its latest campaign for Ikea. Called ‘Retail Therapy’, the campaign uses a website to display products that have been renamed to match common Google searches in Sweden.
It’s a cheeky takeover of SEO, but these aren’t just any queries. Each refers to a relationship problem and is, as a result, linked to a product that can practically solve it. Check the video out below.
Some ‘Retail Therapy’ solutions are witty: ‘My daughter is out all night’ guides users to a disco ball, ‘My partner annoys me’ to a double-desk separated by a cubby wall, and ‘The attraction is gone’ points to magnets.
Others are befuddling. ‘My son plays too much computer games’ drives users to a pair of scissors? It isn’t clear whether the kid should take up scrapbooking, or cut the cord, perhaps.
Each landing page ends with an array of related products, in this case labelled ‘Related relationship problems’.
Agency: Åkestam Holst
Creative Director: Magnus Jakobsson
Art Director: Caroline Andersson
Copywriter: Felicia Jensen
Digital Producer: Alex Picha
Digital Strategy: Anna Lundeborg
Planner: Karl Andersson
Project Manager: Kjell Mansson
Production Manager: Mimmi Morén
Web Developer: Kalle Peterz
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]