Ikea transforms household chaos into organised harmony

Ikea has rolled out a campaign ‘organising is awesome’, to emphasise the importance of organising clutter and demonstrate how the brand's storage solutions can assist in achieving that goal.

 

Conceptualised by Leo Burnett Orchard, the films take a lighthearted approach to everyday clutter, portraying three scenarios featuring a wardrobe, shoe cabinet, and kitchen cabinet. In one, belts warn a tie of a potential fall, while the shoe cabinet resembles a crowded train. The films depict personified household items engaging in witty dialogue, offering a humorous contrast between chaos and the harmonious order provided by Ikea's storage solutions.

Anna Ohlin, country marketing manager, Ikea India, said, “Our recent Life at Home report shows that for 22% of Indians, having a tidy and organised home and for 18%, having time to organise the home gives them comfort. At Ikea, we understand that keeping your home organised is not just about practicality; it's about reclaiming your space and rediscovering the joy of the things you love. Through these films, we aim to not only bring laughter and relatability but also showcase how Ikea's affordable and innovative storage solutions can make a significant difference in the lives of many. Organising is not just a task; it's a celebration of the things we love.”

 

Pravin Sutar, head of creative, Leo Burnett Orchard, said, “Where there is chaos, there is drama. And as Indians, we love drama. This insight ushered us to dramatise everyday storage environments, with Ikea’s organising solutions acting as the perfect foil. This campaign offers a humorous take on the comedy of chaos, drawing parallels to everyday life and the entertainment it offers to every Indian.”

 

CREDITS: 

Agency: Leo Burnett Orchard

Chief creative officer, Publicis Groupe South Asia and chairman, Leo Burnett South Asia: Rajdeepak Das

Chief executive officer, Leo Burnett, South Asia: Amitesh Rao

 

Creative:

National creative director: Vikram Pandey

Head of creative: Pravin Sutar

Associate executive creative director: Jamuna Poovaiah & Sandeep Iyer

Creative director: Natasha Khubchandani & Niharika Mishra

Creative director, Regional: Uday Kumar

Art director: Akhil Rajan

Copywriter: Shikhar Chandrakar

 

Account management:

Senior vice president: Bhawana Choudhary

Brand services director: Shreyash Goenka & Suraj Kanduri

Senior brand services associate: Subhasree Bose

 

Strategy:

Executive vice president, strategy: Mittu Torka

Brand strategy director: Vrudhi Doshi 

 

Director: Ravi Shankar

Production house: Black Picture

Producer: Vrinda Mohta and Gurjyot Singh