In the middle of last year, IKEA gave itself a mission: “We at IKEA have over fifty years of experience, knowledge and insights about people’s lives at home from listening to the needs and dreams of our customers. With the Life at Home Report we want to share our insights, raise awareness and interest, spark debate and contribute to the constant journey of creating an even better everyday life for the many people – together.
IKEA held online surveys in Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm – 8,292 respondents from people 18 to 60 years of age.
That parents are the most important feature in their children’s lives was a key finding in the eight reports. It became the foundation for campaigns throughout the world this year, like this one in Spain and this one in Sweden.
The Monkeys’ The Best Toy Ever is not the first content off the block, but just try and argue that it’s not the best.
The Monkeys have developed a real flair for branded content that convinces people to change by triggering strong emotions…
And its first ad for the year was a standout:
Add The Best Toy Ever and you have a seriously good trifecta for The Monkeys:
Note that the non-commercial message created for IKEA, and directed by Louis Sutherland of The Sweet Shop, uses real Aussie kids in real homes. Note the (clever device that is the) palpable absence of parents in the film.
IKEA Australia country marketing manager, Kristin Bengtsson, noted, “At IKEA, we believe children are the most important people in the world, and as a parent there is nothing more rewarding than spending time together having fun and learning through play. Together with our creative agency, The Monkeys, we wanted to create a film that inspires us all to make room for play every day, all year round.”
Agency: The Monkeys
Executive creative director: Justin Drape
Creative director: Paul Bruce
Senior art director: Barbara Humphries
Senior copywriter: Tim Pashen
Planning director: Michael Hogg
Senior production manager: Melissa Petryszyn
Head of content management: Lisa Ramsey
Content director: Emma Ashworth
Content manager: Siena Shuttler
Production Company: The Sweet Shop
Director: Louis Sutherland
Producer: Nikolas Aulich
Executive producer: Wilf Sweetland
DoP: Ari Wegner
2nd unit DoP: Daniel Földes
Post production: The Sweet Shop/Method
Editor: Nathan Hickey
Music: Grayson Gilmour