IKEA Joy of Storage

IKEA UK is running “The Joy of Storage’, an integrated advertising campaign featuring a flock of migrating t-shirts. The commercial at the heart of the campaign gives a nod to nature documentaries, following the flock flying across rivers and fields, mountains and seas in wintery conditions, before coming to rest in an IKEA PAX wardrobe. Nature scenes provide visual references to the way a flock of geese lands in water, a murmuration of starlings flies through the sky, and seagulls respond to a child’s pursuit. The campaign, part of IKEA’s “The Wonderful Everyday” focus, will include print, digital and outdoor elements and supported by PR, social and CRM.

IKEA Joy of Storage Jetty

Behind the Scenes

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “Storage has long been a very functional part of home improvements, but at IKEA we see things differently. Whether you have a detached house in the country or a one-bed flat in town, we know that there is joy and satisfaction in giving the things you love a home, whatever your storage needs are. The Joy of Storage is about the time saved and the stress reduced when you have things easily to hand, stored out of sight, or the freedom you get when things are in order.”

IKEA Joy of Storage Jetty
IKEA Joy of Storage Forest
IKEA Joy of Storage Sea scene
IKEA Joy of Storage Ferry Window
IKEA Joy of Storage The Wonderful Everyday

IKEA Joy of Storage Credits

The IKEA Joy of Storage campaign was developed at Mother London.

Media was handled at Vizeum.

Filming was shot by director Dougal Wilson at Blink Productions with producer Ewen Brown, executive producer James Bland, production manager Lucy Jones, director of photography Lasse Frank.

Puppetry was by Jonny&Will (Jonny Sabbagh and Will Harper) at Blinkink. Editor was Joe Guest at Final Cut.

Visual effects were produced at MPC, London, by VFX supervisor Tom Harding, producer Julie Evans, CG artist Diarmid Harrison-Murray, lead animator Tim Van Hussen, lead lighter Fabian Frank, VFX Team Alessandro Granella, Aton Lerin, David Bryan, Emeric Larochette, Gisli Darri Halldorsson, Jon Park, Kiril Mirkov, Leanne Goymer, Marta Ampudia, Martin Blunden, Pauline Costantini, Simon Taylor, Steve Oakley, Thanos Topouzis, Andrew Roberts, Rod Norman, Alexander Kulikov, Emma White, Fabrizio Ghiso, Mike Cosgrave, Priya Bandodkar, Amresh Kumar, K. Gandhiraj, Monalisa Xess, Shaikh Abdul Adil & Shalwin Shaiju,
and colourist Jean-Clément Soret.

Music is “Strength of an Empire” written by Thomas Bergersen & Nick Phoenix.