IKEA Real Life by Publicis Spain
The campaign features famous living rooms from TV shows, recreated digitally with every single piece of furniture and household item from IKEA. The living rooms are from The Simpsons, Friends and Stranger Things.
When I first heard about it, I thought IKEA recreated these living rooms in their stores across the UAE and I was almost going to visit the one close to my home to take a look. But so far, they can only be seen as images in the ad campaign.
I would love it if IKEA creates these living rooms in their stores. But it might also create unwanted queues of people posing for selfies, which I personally would find annoying, but could also create a buzz and help spread the word.
Families are at the core of IKEA’s business: old and young, traditional and modern, family by birth or by choice. And in the UAE, IKEA faces a bigger challenge to be relevant to all of them, as the population is composed by mostly of expats.
To show that IKEA has relevant solutions to all cultures, the brand recreated rooms everyone loves; the perfect inspiration to sell furniture in a way our diverse audience could connect to.
In this campaign, IKEA replaced all the furniture of a few famous families by its own. The Swedish brand chose three iconic family rooms on TV and then replicated them using IKEA furniture only.
First, hundreds of items were collected from the IKEA catalogue and website to find the perfect furniture for these iconic spaces. After a two-month search, the near identical TV show pieces were chosen.
The selects were then sent to a 3D studio, that brought these iconic living rooms to life, using only IKEA furniture. This created visually striking versions of their living rooms, made for real families in the real world.