IKEA is set to launch a new campaign tomorrow, Saturday 12 April, which invites the public to ‘Make more of your Garden’, and battle the garden gnomes who want to keep the garden boring.
Created by Mother London, the campaign features a 60 second ad, as well as 30 and 10 second cut downs, and a two minute music video, as well as outdoor, press and online ads.
Freddy Mandy, creative director at Mother, said: “To us, gnomes symbolize the lacklustre state of the nation’s gardens. They are tired, old fashioned and uninspired. So we imagined the gnomes’ reaction to a family installing new, exciting, modern garden furniture into their territory. It sparks a turf war, quite literally.”
The campaign is intended to inspire people to give as much thought to how they furnish their outdoor space as they would any room inside of their house
Peter Wright, IKEA UK and Ireland marketing manager, said: “With the third burst of our ongoing brand campaign it’s our ambition to continue the revitalisation and transformation of the IKEA brand in the UK and Ireland. Our goal is for the ‘Make more of your garden’ campaign to raise awareness of the wide range of outdoor solutions available in the IKEA store that can help them transform their outdoor space. It will demonstrate how easy and affordable it is to treat your outdoor spaces just like any other room in the home, ultimately encouraging consumers to choose IKEA for all of their outdoor home furnishing needs.”
The ads will run until early June.