For everyone who has absorbed themselves completely in Friends (or The Simpsons or Stranger Things) they can now live the dream. Publicis Spain and Ikea have created real-life versions of the fictional living rooms of the three TV series.
The idea continues the full of fun spirit of The Wonderful Everyday Ikea in a new way in the United Arab Emirates, where making major inroads into the home retail market has been less easy for Ikea than it has everywhere else in the world. US television shows have not, however, met the same stumbling blocks.
The Real Life Series campaign also shows you the Ikea pieces to buy to recreate the rooms.
The campaign’s production was a lengthy process. Eduardo Marques, chief creative officer of Publicis Spain/Publicis Emil/Wysiwig/Nuruncommented, “We had a list of 60 [rooms], so deciding these three was quite a hard decision to make.
“The curious thing [we discovered] is that, actually, you can really find anything at Ikea. Every object we needed to replace, had more than three options at Ikea to use. So, the hard work was to select from all these options we had.”
Vinod Jayan, managing director of Ikea UAE, Qatar, Egypt and Oman, added, “It was a great collaborative effort that lead up to a stunning result. A true testament of what Ikea represents: a place where everyone can bring whatever idea they see or have to life.”
The campaign is running in print, on social media and in Ikea catalogues. And Ikea has launched a dedicated web page so that customers can find the exact pieces from the rooms. There will also be a live event in the Middle East recreating all the rooms so that customers can experience them in real life.