Ikea’s Make Room for Play campaign is not new. The campaign has already tugged at heart-strings and even opened up difficult aspects of modern family life that are usually not addressed in ads.
They’ve all had power. But none have had the turbo-force of Make Room for Passion by DBB Brussels.
The film is, in essence, just a dance, albeit a spectacular one. A dance by two ice skaters. In socks, on the polished wood floors in the living room of their home. And yes, every now and then an Ikea product caption appears (with price). But as much as this “just a dance” film is an ad for Ikea, it’s also a message. And that message packs a punch. It’s about remembering to live. To love. To make room for passion – which is also the title of the film.
“Ikea believes that the living room plays a vital role in people’s lives. As the main room of the house, it can change function according to the moment, the situation and the time. Ikea wants to make Belgians aware of the potential of their living room and show them that they can easily adapt according to their needs,” DDB said in its statement.
Ikea’s new role as life advisor should be really paying off by now for the brand that used represent only “cheap furniture” and torturous D-I-Y assembly. Ikea has achieved its mission of repositioning itself as a valuable part of family life.
Fun Facts: The two actors are also ex-skaters in real life. The music in the film is by the “king” of romantic songs, Charles Aznavour.
The campaign is running in digital, social and on TV.
Agency: DDB Brussels
Creative Director: Peter Ampe
Creatives: Antoinette Ribas & Gregory Ginterdaele
Strategy: Dominique Poncin & Jorian Vanvossel
Account team: Francis Lippens, Annelies Nyns & Maria-Laura Laubenthal
Press Coordinator: Kenn Van Lijsebeth
TV Producer: Brigitte Verduyckt
Director: Joe Vanhoutteghem
Producer: Lander Engels
DOP: Nicolas Karakatsanis
Photography: John Stapels
Client: IKEA Belgium
Client management: Miguel Aguza & Peter Jongert