Organizing the objects that are part of a home can bring great physical and mental benefits. And the same thing happens in advertising, as demonstrated by Ikea Canada’s new campaign, in which it has organized the visual “chaos” of other brands to highlight its storage solutions.
Together with the Rethink agency, the company has launched “Unpackaged Goods”, which seeks to inspire consumers to organize their pantries, their homes, and find greater calm in their daily lives. It also does so within the framework of the change of season, usually accompanied by cleaning and reorganization.
Thus, the campaign focuses on the outdoor environment and strategically uses advertising space to demonstrate that its storage products can organize practically anything. Highlighting items such as cans, jars or tupperware, Ikea has organized the creatives of brands such as Skittles candies, Shreddies and Honeycomb cereals, Maxwell House instant coffee, Real Fruit sweets or Whippet clouds.
By organizing the striking creatives of other brands using its storage items, Ikea conveys the message that its catalog has everything consumers need to bring order, calm and happiness to their kitchens. The pieces include the claim “There, organized,” emphasizing the feeling of visual calm.
The campaign is also executed in some of the busiest spaces in Canada, aligning the strategic use of the medium with the brand message. Planned by Carat, “Unpackaged Goods” goes live starting April 21 in Toronto, at Sankofa Square, Church and Bloor and bus stops, and in Montreal, at Place des Arts stations and bus stops.
On social networks, the campaign will have other audiovisual pieces in which the iconic slogans of some prominent brands, such as Skittles, are invested. In such a way that instead of reading the usual “Taste de rainbow”, you can read “Organize the rainbow”, according to Little Black Book.
“In our year of focus on cooking and food, we wanted to show how Ikea can help Canadians organize their pantries in a sustainable and affordable way“, commented Jonelle Rickets, Marketing Director of Ikea Canada, via LinkedIn. “It’s not just about great creativity, it’s the true intersection of smart, intentional media buying, culturally relevant insights, and an incredible creative idea that’s simple and impactful.”.
As the company explains, the campaign takes advantage of the trend around order and the organization of spaces that has been present on social networks for years. Influencers and content creators publish videos in which they move food into containers and eliminate the visual chaos of packaging to create calmer and more orderly spaces.
“There are so many things about this campaign that warm my heart, but one of my favorite things is how it connects with a behavior that people are already adopting, one that Ikea is naturally at the center of: the desire to create spaces that feel calmer and more cared for.“said Jacqueline Wark, Director of Communications at Ikea Canada. “But why stop just at the kitchen pantry? So we took that same thinking and applied it to messy advertising spaces, bringing a little more calm to the everyday visual noise around us.”.
