TBWA\Singapore launches new ‘Home Is A Different World’ film for IKEA Southeast Asia
IKEA Southeast Asia has launched a new regional brand campaign via TBWA\Singapore aimed at reflecting the evolution of home as the centre of life and a place of comfort and refuge from the current uncertain and challenging world.
‘Home is a Different World’ is the latest wave of activity under IKEA’s overarching proposition: Make Home Count.
The campaign film takes us through the many spaces in our homes that have become the centre of our lives: our workplace, our restaurant, our gym, our school, our playground and our place of rest.
The ‘Home Is A Different World’ brand platform is inspired by findings from IKEA’s Seventh Global Life at Home Report which reveals how people have redefined their relationship and activities within their homes in this extraordinary year.
The report reveals that less than half (46%) of the 38,210 surveyed in 37 countries felt their homes better met their emotional needs during lockdown, and 78% globally agree that home was their sanctuary during the 2020 pandemic restrictions. 2 in 5 have made changes to their homes and new priorities have emerged; with 37% cooking more and 44% spending more time with family.
Nigel Richardson, Head of Marketing, IKEA Southeast Asia, said: “With new priorities emerging everywhere in the world, the way we will live in the future looks dramatically different. IKEA believes in creating a better everyday life at home – where the people that really matter can be found, and where the things that really matter happen. It’s the antidote to the current world’s uncertainty.”
Anam A.S, Creative Director, TBWA\Singapore, said:“This year has brought the spotlight back into our homes. We wanted to tell this story, acknowledging the stresses and strains of the world outside and contrasting them with meaningful moments – large and small, that make our life at home count so much more.”
The campaign will air across TV, digital and social throughout Singapore, Malaysia and Thailand from November.
TBWA\Singapore was appointed creative agency for IKEA Southeast Asia in September 2019 and has most recently launched two campaigns under the Make Home Count brand platform: 355 Make Home Count Brand Campaign and the Make Home Count Covid response campaign which was created and produced entirely from home during the height of Singapore’s lockdown.
Peter Etheridge, Regional Group Brand Director, TBWA, said: “The message that Home is a Different World is more relevant than ever before. We’re proud to be a partner to IKEA as the brand continues to evolve with the changing times while staying true to its brand proposition of Make Home Count.”
8 Comments
“The world is full of…..” If I had a dollar for every manifesto I’ve seen in my life in adland I’d be a billionaire. The TVC is a vacuous waste of time and is just another piece of vanilla wallpaper that will be lost in a sea of sameness. Has TBWA lost its way creatively? What happened to the TBWA of 5-10 years ago when they were smashing every international award festival? I think it’s become BBH’s leftovers. The leadership of Phil, Lou, Dawn, Gary, Mel, Hagan, KC & Eddie Show, was the strongest TBWA SG has ever been.
Don’t worry- The drop in creative quality won’t be noticed by many.
Not least, the clients.
More ppls are staying at home! Spot light the home as the safe place! Wow! And make the shoot look awesomely cheap as well. Time to start winning those gongs!
This NTUC income ad is…. I mean starhub… no wait, Carousell ad.. sorry this IKEA ad is sad and stressful. It sucked the joy out of the thought of IKEA. Why do this?
“Home is a different world” could have led to some really amazing work.
Instead it led to this. Bland, boring, predictable, inexpensivly shot and full of cheap emotion.
The bbh work on IKEA was sometimes a little self serving but it was never banal.
This is just lazy, and on a client that was buying good work 18 months ago.
Does anyone think that this is going to earn a cent above its media weight? That is going to remain in anyone’s head for more than a minute. What a desperate, disappointing shame.
A good point @Vanilla re Home is a different world. There is bigness in the idea. I’m just really surprised that TBWA couldn’t find a way to deliver a more meaningful piece A bit of imagination (doesn’t have to be an expensive shoot) and a bit more boldness in steering away from the bog standard Covid/lockdown/WHF depictions would lifted this massively.
Surely TBWA Singapore can do better than this? Why on earth did the account move from BBH? They were creating much better and more engaging work on Ikea. This is a very average non idea executed in a disappointingly bland way. All the agency had to do was take a look at the high standard work created for Ikea around the world and at least aim for that standard.
An ad that celebrates staying at home….wtf…these guys have lost touch with the sentiments on the ground.
People are slowly waking up….you won’t have us cowering in fear and working from home forever.