CHE Proximity wins IKEA’s creative account

IKEA has released its first campaign from new creative agency CHE Proximity, Mumbrella can reveal.

The campaign launches the new brand platform ‘Life By IKEA’, and demonstrates how IKEA’s products can be used to redesign consumers’ bedrooms to improve their sleep. The first TVC shows a couple’s room being taken over by IKEA designers, like a doll’s house, to improve the comfort of their room and help them sleep through their daughter’s late night homecoming.

The creative account went out to pitch earlier this year. Incumbent agency, The Monkeys, had previously held the account since 2010.

Flora Li, commercial manager for IKEA Australia, said: “The combination of CHE Proximity’s strategic insights and purpose-led creativity was a great match and we hope will allow us to give our consumers more ways to engage with us. They brought a unique perspective to the pitch process and we look forward to a long partnership with them.”

David Halter, chief strategy officer at CHE Proximity, said: “When we opened CHEP in Sydney ‘IKEA’ was on our new business wall as a brand we wanted to work on. To win this pitch is a career highlight for us all. IKEA is one of the world’s most iconic purpose-led companies and it’s such a privilege to now be responsible for the brand in this market.”

The second TVC shows a woman being introduced to IKEA’s bedside table phone charger, to prevent her from checking work emails in bed and impacting her sleep.

Recently, CHE Proximity was added to the creative roster for eBay. Earlier this month, the agency was appointed to a consolidated account for Flybuys, which included creative, brand, digital, CX, UX, CRM, content and social.

This year, CHE Proximity has also won the creative accounts for Aussie Home Loans and Natural Gas.

Mumbrella has reached out to CHE Proximity for comment on the campaign.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.