Ikea uses shadows in out-of-home campaign to promote 2015 outdoor range
Ikea is promoting its 2015 outdoor range across out-of-home and digital with images of people’s shadows on a variety of backgrounds including bricks, a wooden fence and grass.
The campaign, created by The Monkeys, acknowledges that not all Australian backyards are large areas of grass, with many Australians outdoor spaces limited to a small courtyard or a balcony.
Ikea Australia external communications and media manager Peter Moore said: “For many Australians, one of the most important rooms isn’t actually in the house – it is their outdoor space. This becomes even more apparent over the summer and holiday months.”
Each of the settings featured in the campaign relates to the retailer’s target customers and the variety of products in its outdoor range.
Credits: “Add Sunshine”
- Client: IKEA Australia
- Agency: The Monkeys
- Executive Creative Director: Justin Drape
- Creative Lead: Paul Bruce
- Art Director: Barb Humphries
- Senior Planner: Michael Hogg
- Art buyer / Producer: Alison Dunlop
- Head of Print Production: Tom Harrison
- Print Producer: Chris Benson
- Designer / Finished Artist: Anthea Wright
- Executive Digital Producer: Lauren Glynn
- Flash Designer: Han Lee
- Senior Digital Designer: Eva Godeny
- Senior Digital Designer: Tim Grout
- Senior Content Director: Naomi Iland
- Content Manager: Liza Schulberg
- Media agency: Match
- PR agency: Mango
- Photographer: Nick Bowers Photographic
- Production: The Kitchen Retouching: Cream Studios
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