Mother London’s Wonderful Everyday campaign won Campaign’s Campaign of the Year in 2014. It still shows no signs of losing its gleam.
Perhaps it’s because it touches a poignant truth – one that gets lost in the busy-ness of 21st century life. In 2014, Mother reminded all of us that we pay little attention to the small things that could have a dramatic impact on our everyday lives, instead focusing all our attention on high-times and holidays while the daily day passes us by. The Wonderful Everyday campaign was launched to change this by recognising that every meal, for example, is a special occasion and that there’s no bed like home…
You don’t expect a retail ad to make you think about what’s important in life. But IKEA’s vision is to make everyday life better for people. And while in other hands that could feel like a glib statement that a company feels it should promote, at IKEA it also describes the products IKEA sells.
Mother has evolved Wonderful Everyday into Wonderful Life for 2016 and the new TVC campaign is a thought-provoking film that juxtaposes the apparently fabulous life of a couple with their real life, recorded in a photo album.
What appears to be a life of fame and glamour is, in fact, a history of cherished everyday moments. It makes its viewers think about what is important in life. All achieved with Gary Freedman’s distinct visual style.
The tagline is, Enjoy the little things in life. Maybe, they are really the big things.
The campaign launched in static and digital outdoor media, displaying hundreds of personal Secrets to a Wonderful Everyday that were submitted by IKEA co-workers. Its crescendo is a 90 second film for online and in cinemas, and a 60 second TVC across the UK and Ireland (April 23) before going live across print, digital and outdoor from Monday April 25, supported by PR, social and CRM. The campaign will run until
Laurent Tiersen, IKEA UK and Ireland marketing manager, said, “The Wonderful Life TVC is a new emotional direction for IKEA. In this film we want to bring to life the sentiment of the Wonderful Everyday through the eyes of someone who has lived a long and fulfilling life made up of small personal moments that add wonder to our everyday lives at home. This really is a celebration of how the little things are the big things. We firmly believe that this is one of the most inspirational and affecting ad campaigns we have launched to date.”
Credits:
Agency: Mother London
Director: Gary Freedman – Glue Society
Production company: Independent
Production company producer: Jason Kemp
Director of Photography: Franz Lustig
Editing: Adam Spivey @ The Playroom
Post production: MPC
VFX supervisor: Dan Sanders
Sound: Sam Ashwell @750mph
Music Track: You and Me by Penny and the Quarters through Major Tom
