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IKEA Saudi Arabia's Kitsch Campaign Shows What it Feels Like to be Part of the Furniture

05/10/2021
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As inhabitants begin to become part of the d茅cor, Leo Burnett's campaign launches IKEA's biggest annual sale in Saudi Arabia and Bahrain

Leo Burnett Saudi Arabia鈥檚 latest campaign for IKEA is beautifully kitsch and stunningly crafted to promote IKEA鈥檚 biggest annual sale in Saudi Arabia and Bahrain.

The campaign features classic Saudi homes filled with floral prints, framed tapestries, chipped vases and worn-out furniture. There鈥檚 a garish floral living room, an outgrown bedroom, a dining room for daily boring dinners, and in each setting, the inhabitants have literally become part of the furniture.

The campaign is a playful reminder that when you own things for too long, you can begin to feel as dreary and worn out as the objects around you. The solution? IKEA鈥檚 biggest annual sale in Saudi Arabia and Bahrain, with discounts of up to 70%.

The campaign is supported with online videos, now screening on Instagram, all designed to remind people that there鈥檚 no better time to redecorate with discounts of up to 70% at IKEA. Even the music in the short films is frozen in time, inspired by clich茅 80s elevator music.

Mohammed Bahmishan, chief creative officer at Leo Burnett Saudi Arabia says: 鈥淥ur on-going quest with IKEA is to land on the right insight that connects with people, coupled with a fresh perspective for the execution.鈥

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