Agency Network: 
February 2011
IKEA:  Documentaries
IKEA Digital Ad -  Documentaries



Problem: The IKEA concept had become blurred, which was surprising. After all it’s this simple: “you do your part, we do our part, together we save money”.

Solution: We gave video cameras to four real families to record their IKEA experience. With their cameras rolling, they all furnished a room from planning and shopping, to building and house warming. The tapes were edited into mini documentaries that served as inspiration on the IKEA website and on a web-tv channel.

Digital advertisement created by 358, United Kingdom for IKEA, within the category: Fashion.

Advertising Agency: 358 Helsinki, Finland
Creative Directors: Verneri Leimu, Antero Jokinen
Producer: Anders Meinander
Directors: Ikea customers
Designer: Teemu Tuominen
Strategist: Peter Barmer
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Highest Rated

morse's picture

Haha, that's what I thought exactly.

Activity Score 18159
Art Director |

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Ron Burgundy's picture

safe, warm, and fuzzy, but the target likes to see themselves like this, so good work guys :)

Ron Burgundy
Activity Score 1626
Art Director at Southern California
sirvan's picture

a) who would want to watch these?
b) who would want to make these?

Activity Score 29856


"I love some things, and don't love some other things."

morse's picture

Haha, that's what I thought exactly.

Activity Score 18159
Art Director |

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shutupandgrind's picture

I'm a woman, 24-years old, no kids, no husband, live in a one bedroom apartment in San Francisco. And I would watch it. Actually, I would love to make them as well. The IKEA concept is one of the simplest of all time, that's why it's so successful. With those kinds of brands, I think it makes sense to have "simple" advertising too.

You can apply cool shit to anything. It's harder to actually come up with something relevant for the target market. I think this is relevant and it makes perfect sense.

Activity Score 27
Berghs School of Communication/The Academy of Art
Boris Batkin's picture

I have to say these documents were very boring stuff. If you really think that the world wide web is full of fun and creative videos, why would anybody want to watch these schmucks? Because the advertising agency says so. Please!

And how did you make people watch these? That´s the question! In Russia they make us watch Communist Propagada, but in Finland you don´t have it.

I have one word for this. it´s CACCA!

Boris Batkin
Activity Score 40


copycopycopy's picture

If I am looking to buy furniture would I want to watch videos of random families building their furniture?
I guess so.. to see how easy it is to do it

Activity Score 148
Lazarus's picture

Shopper experience captured on film? Uh, okay.

Activity Score 1537
Creative Director
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