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.”

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