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IKEA Kitchen: Dubbed Husband
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Canadians have been renovating kitchens in record numbers – turning them into “great rooms” used for everything from homework, to home organization and planning, and yes, occasionally even cooking. But somehow this was getting lost in the business of renovating a room. People were allowing themselves to lose site of the real reason to renovate, pre-occupied by resale value, square-footage and stainless steel. We had a real opportunity to relate IKEA’s mission of “a better everyday life at home” to the new definition of the Canadian kitchen. We needed people to realize that a better center of the home, could really mean a better life at home. We shifted the focus to real life, to what really happens in the kitchen to create a compelling campaign idea – delivered as only IKEA can. The television via Zig Toronto is airing on prime, fringe and specialty channels in English and French, and is supported by rich media banners and print advertising.
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