IKEA’s mission is to get Belgians to fully enjoy their homes, their time and their lives. The living room plays an essential role in this. The new IKEA TV spot shows a couple of older figure skaters once again enjoying ‘skating’ and reliving their passion. They do this by first moving the chairs, sofas and tables aside to create space and then slide around on their socks. This romantic scene takes them back to their glory days. The living room is totally transformed into a real ballroom and easily becomes the ideal setting to express their emotions and have fun.
IKEA believes that the living room plays a vital role in people’s lives. As the main room of the house, it can change function according to the moment, the situation and the time. IKEA wants to make Belgians aware of the potential of their living room and show them that they can easily adapt according to their needs.
The campaign - in digital, social and TV - was created together with the production company CZAR and director Joe Vanhoutteghem. The music is by Charles Aznavour.
Discover the result here.
Campaign: Make Room For Play
Client : IKEA Belgium
Contacts : Miguel Aguza, Peter Jongert
Agency : DDB Brussels
CD : Peter Ampe
Creation : Antoinette Ribas & Gregory Ginterdaele
Strategy : Dominique Poncin, Jorian Vanvossel
Account team : Francis Lippens, Annelies Nyns & Maria-Laura Laubenthal
PR – Press Coordinator : Kenn Van Lijsebeth
TV Producer : Brigitte Verduyckt
Director : Joe Vanhoutteghem
Producer : Lander Engels
DOP : Nicolas Karakatsanis
Music : Charles Aznavour
Photography: John Stapels