BBH Singapore teases audiences with the promise of 鈥楥hoice鈥 to launch IKEA鈥檚 third new store in Malaysia, the biggest in Southeast Asia to date.
There are some things in life you can't choose. Like your mother-in-law or your daughter鈥檚 boyfriend or even your wife鈥檚 beloved cats.
But a new campaign - for the IKEA Tebrau store in Johor Bahru - reveals that with a new IKEA in town, you can choose from thousands of home furnishing pieces to ease the many tensions domestic life brings.
The campaign features four films, supported by digital, TV, print, outdoor and radio.
A series of films 鈥 capturing everyday domestic life 鈥 were shot by renowned Argentinian film director Augusto G Zapiola, known for his subtle observational humour.
Said Nikhil Panjwani, Creative Director, BBH Singapore said: 鈥淥ur actors, who didn鈥檛 speak a word of English were getting instructions from Augusto who spoke mostly in Spanish. It was fascinating how just hand gestures and body language saved the day and nothing was lost in translation.鈥
Said Augusto G Zapiola, said: "From the first call with the agency and client, I knew we were all on the same boat, free to experiment and collaborate during the whole process. I am really happy with the result."
The films will launch in Malaysia this week.
IKEA - HER BOYFRIEND - Now, There鈥檚 Choice
KEA - HER CATS - Now, There鈥檚 Choice
IKEA - YOUR MOTHER-IN-LAW - Now, There鈥檚 Choice
IKEA - HER CRAVINGS - Now, There鈥檚 Choice