The Covid year has been quietly fostering baking and decluttering renaissances. Yes, we’ve all been fantasising about the wide open spaces overseas we intend to visit when Covid is tamed but in the meantime we’ve been longing to change the smaller spaces we’re spending so much more time in and doing so much more in.
Ikea and Leo Burnett KSA Saudi Arabia have fed into that longing with its series of 60 room changes that are easy to make, presented in an easy to view way. Little illustrations are pieced together as a tessellated jigsaw of different (nuanced) versions of the one room (Using Ikea’s storage and organisational solutions) – making rather stunning print ads and posters and encouraging people with the idea that small changes can make a big difference.
The campaign launched as Saudi Arabia succumbed to a second wave of Covid and went into lockdown, with no gatherings at restaurants and gyms as the country unrolls its vaccination programme.
The still executions are supported in social media with fast-cut animated videos – three videos in parallel with the three poster/print adds. One video shows a kitchen, changing from a room for a family that ate take out, to hosting the same family that now cooks gourmet meals. In the second, a bedroom develops from a baby girl’s room to a teenager’s room. In the third, a living room evolves from a bachelor’s pad to a divorcé’s lounge.
The team at Leo Burnett KSA worked with illustrator, Jaafar Deeb, who hand-drew the images and Caustick Studios.
“Art direction wise, all the visuals and items were hand drawn, creating unique visuals with charm and character. We played on the exact repetition of the same room with very slight nuances changing each time, transporting the viewer on a full trip inside the room,” stated Leo Burnett KSA creative director, Saadi Alkouatli.
Credits:
Advertising Agency: Leo Burnett KSA Saudi Arabia
Music Composition: CANJA Audio Culture
Illustration: Caustick Studios
Creative Director: Saadi Alkouatli
Art Director: José Pedro Bortolini
Copywriter: Mohammed Omeira
Editor: Andrew Tokatly
