“This was a collective push on a scale that you don’t see often. The breadth and diversity of the ideas I got to review was immense, yet my obsession throughout the process was to find that one simple, global thought that truly elevated the role of the home in a way that felt surprising yet inevitable,” he added.
‘Home Can Do It’
“Home Can Do It” checked all these boxes; the next challenge was launching the platform globally in a way that was in tune with Ikea’s existing tone of voice. DePietri also wanted to make sure the message was delivered as something of a “rebellion” to the current economic status quo.
The team then decided the first ads would defy the message that appears at the end of so many adventurous TV shows and videos, familiar to people around the globe: “Don’t try this at home,” bringing confidence and courage to the work.
The debut hero creative is a mix of live action and animation, showcasing a range of consumers from an older adult gamer to a teenage girl performing a concert in her bedroom. Each follows their passion, from within the comfort of their home, empowered by Ikea.
A playful series of taglines run alongside the action, including: “Do try ignoring the recipe at home,” “Do try mischief at home,” and “Do try showing off at home.”
McCann worked with director Filip Nilsson to convey the magical powers a good home can bestow upon those who live in it. With the help of Ikea’s home furnishing teams, the creative shop was able to recreate homes from every corner of the world with authenticity and accuracy. That was key. “We wanted the piece to feel like a real journey around the globe,” said DePietri.
For Li, crafting a global approach has had a learning curve, and one she hopes will help the business continue its growth trajectory after a revenue bump of 5.4% in 2023, with a net profit of $1.2 billion.
“Our first challenge was to find a universal insight that could be relevant [everywhere],” she said. “Simplicity is our superpower for overcoming challenges, and we believe ‘Home Can Do It’ is a cohesive and simple rallying cry that unifies all markets.”
She said the brand will measure the success of the campaign using its tailored econometrics program and by understanding its impact on global brand desire and market penetration.
“Our ambition is that this campaign empowers people around the world to see their home differently and see home as a driver of affordable happiness. Six months from now will still be the beginning of our journey, but our hope is to see early indicators that show we’ve made a strong start,” she added.
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