IKEA puts culinary skills and kitchens to the test in 'Masked Chef'

Tuesday, February 11, 2020 — To highlight the quality of its METOD-kitchens, IKEA launched ‘Masked Chef’. In this online show candidates were asked to prepare a dish while blindfolded. The whole situation very quickly gets out of hand, as both candidates and kitchens are put to the test. Fortunately, the kitchens come with a 25-year warranty.

With Batibouw approaching, IKEA wants to highlight the quality and durability of their METOD-kitchens. They come in various styles and can be freely assembled by you. On top of that, they come with a 25-year warranty; now that’s a quality promise you can rely on. And especially for Batibouw, customers will also benefit from a 10% discount from 20/2.

The campaign runs on social media, banners and on the radio.

*IKEA wants to emphasise that ‘Masked Chef’ was recorded in a controlled environment and asks that people don’t try and cook when blindfolded at home.

CREDITS:

Client: IKEA Belgium
Client contacts: Peter Jongert, Charlotte Jaros, Coralie Vangeel, Damien Perry

Agency: DDB Brussels
Creative Direction: Kwint De Meyer
Creation: Jonas Caluwé & Jan Schoofs
Design: Sven Verfaille, Patrick Downie
Strategy: Dieter Riemaeker, Jan Lammens, Fiona Boyle
Account Management: Melissa Bekaert, Sofie Hoorens, Camille Cieters

Production: Humans
Director: Jevon Lambrechts
Executive producer: Eline Rousseau
Producer: Karen Bogaerts
DOP: Norman Baert

About DDB Brussels