At the end of August, the well-known mass market IKEA launched a new Homepositive trend, which in English means a house where everyone is in a good mood. According to IKEA marketers, now people began to spend more and more time at home due to the pandemic, but completely stopped communicating with each other. And in some families, conflicts and quarrels arise. The Homepositive movement is aimed at making your stay at home as useful and comfortable as possible.
This is how IKEA addressed its customers in Russia: “During the pandemic, we all rethought life at home and got to know our loved ones from a new perspective. Someone strengthened the relationship, and someone, on the contrary, felt the difficulties in life together. But we all realized how important relationships in the home are.
IKEA understands the value of human relationships and puts them above all other things. Therefore, the company is launching the Homepositive movement. This is a movement for a new look at relationships at home and at home, for the right of every person to feel at home as comfortable as possible.
IKEA encourages the appreciation of sincere, honest, truthful moments of life at home, even if for someone they seem imperfect. Because home is the most important place on earth. And the people who are most important to us live in it.
One of the first steps in promoting this idea was a new marketing company “There are things more important than things”, created by IKEA in Russia together with the creative agency Instinct. The basis of the campaign is ads, which was shot by the famous director Ilya Naishuller under the remix of the equally famous song Somebody to Love.
In the video there are only people, and things, they are completely invisible, they, according to the directors' idea, become invisible. On August 30, the day of the campaign launch, Ikea in Russia changed the home page of its website by installing a photo in which love, tenderness, understanding come first.
Also on this day, the company launched a special Homepositive page, where materials will appear throughout the year that, as conceived by the creators, "will help to positively relate to their space and appreciate different, even imperfect moments of life at home."
The focus is on the relationship between people, and the invisible objects of IKEA are relegated to the background. Because in the most important moments, you don't think about things.
And our editors, in turn, will continue to publish materials and collections that will make your home even more cozy and comfortable.
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