Mother & Dougal Wilson Welcome in 2015 for IKEA with an Absolute Beauty

IKEA  has announced the launch of its latest campaign to get people thinking differently about the way they live in their homes.

“The Joy of Storage’, which was created by Mother London and shot by Blink's Dougal Wilson, is the next instalment in the ongoing ‘The Wonderful Everyday’ campaign. It celebrates the difference great storage makes and launches with a 60” TVC across the UK and Ireland on January 10th before print, digital and outdoor executions go live between January 19th and 26th, all supported by PR, social and CRM.

Until now, storage has been seen as a functional necessity, but this latest ad will champion great storage not as a solution to a problem, but as a celebration of the wonderful feeling that comes from having storage that meets your everyday needs.

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “Storage has long been a very functional part of home improvements, but at IKEA we see things differently. Whether you have a detached house in the country or a one-bed flat in town, we know that there is joy and satisfaction in giving the things you love a home, whatever your storage needs are.

“The Joy of Storage is about the time saved and the stress reduced when you have things easily to hand, stored out of sight, or the freedom you get when things are in order.”

The campaign will feature a 60”, 30” and 10” ad spot, as well as CRM, PR, outdoor and digital execution and will be supported through social. It runs from 10th January to 20th March.

The TVC focuses on the joy that comes from giving the things you love, a proper home. The story follows a flock of much-loved T-Shirts as they go on an epic journey to find their home. After travelling across seas and mountains, they eventually come to rest in a beautiful IKEA PAX wardrobe.