Ikea brings household objects to life in first campaign under new brand platform

Everyday household objects come alive and dance in Ikea’s first spot under its new brand platform ‘The best day is everyday’, created by The Monkeys.

ikea summer campaign

The campaign aims to celebrate daily life at home and connect with consumers in a memorable way by animating household objects like cushions, glasses and chairs to give therm personality.

The video was directed by Rabbit Productions’ Lachlan Dickie, who has created music videos for bands such as Jet, Van She and The Kite String Tangle.

Scott Nowell, co-founder and executive creative director at The Monkeys, said: “Telling more of a story around Ikea products creates a memorable way to stand out in the retail space and continues the Ikea mission to help Australians rediscover the happiness in everyday life at home.”

The campaign also aims to showcase the variety of Ikea products and their features in a light-hearted and fun way.

Kristin Bengtsson, national marketing manager at Ikea Australia, said: “Our new campaign celebrates the everyday like the once-in-a-lifetime day it really is and inspires us to look at familiar situations differently.

“It makes Ikea products the heroes and showcases their unique features and benefits in a way that brings a real sense of wonder and playfulness,” she added.

The campaign will roll-out on TV and online as well as will be supported by Ikea’s online channels.


  • Agency: The Monkeys
  • Executive Creative Director: Scott Nowell
  • Senior Creatives: Barb Humphries, Tim Pashen & James Harvey
  • Creative Team: Katyana O’Neill & Renee Bryant
  • Group Content Director: Humphrey Taylor
  • Senior Content Director: Kelly Howard
  • Senior Content Manager: Lauren Shelley
  • Planning Director: Michael Hogg
  • Planner: Charlotte Marshall
  • Head of TV: Thea Carone
  • Senior Producer: Penny Brown

Client: IKEA Australia

  • National Marketing Manager: Kristin Bengtsson
  • National External Communications & Media Manager: Peter Moore

Media Agency: Match

Production House: Rabbit

  • Director: Lachlan Dickie
  • DOP: Geoffrey Simpson
  • Executive Producers: Lucas Jenner & Alex Hay
  • Producer: Lucas Jenner
  • Puppeteers: Paul Trefry @ Creature NFX

Edit House: Arc Edit

  • Executive Producer: Joseph Perkins
  • Editor: Drew Thompson
  • VFX: Blackbird
  • VFX Supervisor: Nicholas Ponzoni
  • Executive Producer: Sam Hall
  • Grade: Scott Mclean

Sound House: Song Zu

  • Sound Designer: Myles Lowe
  • Executive Producer: Katrina Aquilla

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