The Drum Awards for Marketing - Extended Deadline

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By Benjamin Cher, Reporter

March 14, 2017 | 2 min read

Ikea is challenging Australians to find the happiness in their everyday life as part of their new autumn campaign ‘The Best Day is the Everyday.’

The campaign, which will be broadcast over TV, cinema and digital, utilises Ikea products to encourage viewers to find the happiness in their everyday life at home.

“Helping Australians rediscover the happiness in everyday life at home, the latest campaign for Ikea introduces a host of new colourful characters who tell the story around the distinctive Ikea products in an energetic and memorable way,” said Scott Nowell, co-founder and chief creative officer, The Monkeys.

“Bringing a sense of warmth to this season’s IKEA campaign, the spot features a set of endearing yet playful product heroes that encourage us to reconsider how we celebrate the happiness to be had in the everyday, inspiring us to be more conscious and look at the familiar differently,” said Kristin Bengtsson, national marketing manager, Ikea Australia.

Ikea’s ads are no slouch in the creative front from realigning perceptions in the US to frequently winning The Drum’s Ad of the Day.

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