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This campaign from agency.com demonstrates what can be achieved when digital is put at the centre of a marketing campaign. 'Kitchens that are built for real life' brings together a strong idea and digital expertise to create an innovative campaign that works effectively across multiple channels - as well as upholding the ethos at the heart of IKEA that quality, design and style do not need to be sacrificed for price.
The campaign uses 'IKEA test robots' to demonstrate in an engaging way the extensive testing undertaken to guarantee the quality of each kitchen against the wear and tear of everyday life. By placing rebellious, moody or steamy robots in a range of different real life situations they showcase the depth, style and function of IKEA kitchens to appeal across different lifestyles and tastes. The robots come in all shapes and sizes from 'little angels' and 'moody teenagers' to 'wild guests' creating a series of interesting, messy and funny situations to bring the communication to life.
The beautifully designed and textured robots represent seamless 3D design, as well as rich and beautifully crafted animations in the bigger digital formats. The campaign also stands out creatively as it has successfully managed to create a diverse and memorable range of executions within the confined space of the IKEA kitchen.
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