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.
I LOVE THIS. It’s sooooo IKEA. Seriously good.
User ID not verified.
Not sure this is Ikea standard. Though it does look like it was put together with an Allen key
User ID not verified.
I find the ‘daughter’s late night homecoming’ to be so at odds with what we associate with Ikea.
Surely she and her friend would have had to wander through the garden for at least 20 minutes just to find the front door.
User ID not verified.
So the cure to our bedtime phone addiction is a bedside table with a draw? And sleepless nights a thicker doona and a new curtain. Thank you for your practical advertising tips Ikea. If only I’d known before.
User ID not verified.
from great work with The Monkeys to this mediocrity…fail.
User ID not verified.
can someone explain the accent?
is it computer generated? really weird – doesn’t sound at all Swedish but just sounds obscure and unclear
User ID not verified.
High on promise, low on delivery.
Seriously, when are clients going to wake up to their bullsh*t? Their sell is great but the end result is mostly woeful.
User ID not verified.
This is so not IKEA. Better luck next time
User ID not verified.
this is [Edited under Mumbrella’s comment moderation policy]
User ID not verified.
Let’s all be as negative as we possibly can and hide behind false names. Well done
User ID not verified.
…that’s about it.
User ID not verified.
Monkeys did such lovely joyful, disruptive work for Ikea. Perhaps relationship broke down. Or perhaps a new CMO decided to put their own stamp on things. Sad day in advertising.
User ID not verified.
Great ad! Culturally appropriate, on brand & well executed. Nice work CHEP. Another great piece of work.
User ID not verified.
Not what you want your advertising to be when you’re trying to convince Australians that your products are otherwise.
User ID not verified.
Spot the disgruntled comments from the Monkey’s and other agencies that failed to secure the business.
Grow up.
User ID not verified.
How did it feel to lose the account?
User ID not verified.
How about that first comment from someone (probably) at CHE. It works both ways @Classic Comment.
User ID not verified.