IKEA

Oct 25, 2024

News Heineken, ‘Hidden message’ Heineken delivers a hidden message at music events to encourage people to put their phones away during memorable moments. Heineken teamed up with Silver Live Out Festival in Mexico and Amsterdam Dance Event in the Netherlands to install technology that delivered the message via infrared lighting. Invisible to the naked eye but revealed when people held up their phones to film the performance, attendees were encouraged to keep the moment in their memory, not on their phone. They could also download the ‘boring mode’ app, designed by Heineken to make their smartphone less distracting. The goal was to prompt fans to put their devices away and fully experience the moment. Kellogg’s, ‘The Pop (T)art gallery experience’ Kellogg’s is celebrating the 60th anniversary of its Pop Tarts brand with a pop up – ‘The Pop (T)art gallery experience’. The campaign acknowledges the little-known fact that the snack was originally called ‘Fruit Scones’ but was renamed to ‘Pop Tarts’ shortly after, as a pun on the popular pop art movement of the time. To highlight the brand’s anniversary, Pop Tarts commissioned food artist Nathan Wyburn to reimagine the classic pop art piece Marilyn Monroe, made entirely out of Pop Tarts. The artwork, along with other bespoke pieces, will be on display, with goodies and art-lovers alike having the chance to design their own edible masterpieces at the pop-up art gallery too, by using Pop Tarts as a canvas. The project was devised by creative comms agency, Taylor Herring, with production executed by St Mark’s Studios. 19 Crimes and Ruffians Barbers, 'Hairwolves' A new campaign from Red Brick Road sees unconventional wine brand 19 Crimes team up with Dean Gleeson at Shoreditch Barbers Ruffians to offer free Halloween haircuts - including head, chest or back. The service was created to launch 19 Crimes' limited-edition glow-in-the-dark labelled bottles, including the mummy, skeleton, and Grim Reaper. The immersive hair cut experience is being launched via social, PR and paid media. Ikea recruits a gaming gran IKEA has announced the face of its new gaming range – a 76 year old gaming-mad grandmother from Scotland. Twitch streamer Cath Bowie, better known by her gamertag Grumpygran1948, is the new UK face of Ikea’s gaming collection, with the appointment designed to highlight the changing face of gamers in the UK. The launch comes as new research shows there are at least seven million regular gamers in the UK today over the age of 55, while the average person in the UK games more than five times a week. Haribo and GoPuff, ‘TreatLine’ The UK’s love for Halloween is growing each year, with spending estimated to have been over £1bn last year. To celebrate the spookiest Halloween yet, Haribo conducted a survey which polled 1,000 families around the UK to see which cities had the least spooky spirit. It is going one step further by offering grown-ups a helping hand by launching ‘TreatLine’ – a sweets emergency service in collaboration with Gopuff. The ‘TreatLine’ will be available online, delivering ‘monster-approved’ sweets straight to your door in minutes, helping grown-ups reward kids for the effort they put in at Halloween. Spotify and FC Barcelona create Coldplay shirt As part of Spotify’s partnership with FC Barcelona, the team is set to wear a shirt featuring the logo of Coldplay, inspired by the band’s 10th album, Moon Music. The shirt will be worn for the El Clásico match, when FC Barcelona take on Real Madrid on 26 October. FC Barcelona will also share a special edition of the popular ‘Barça Matchday’ playlist on Spotify, featuring themed songs to motivate the players and fans in the build up to the game, which was curated by Coldplay. Sky, Now, and Dogs Trust's Bonfire night TV channel for anxious pets Ahead of firework night, Sky and Now have teamed up with Dogs Trust to launch a dedicated pop-up TV channel designed to help four-legged friends stay calm during the potentially stressful period. The initiative by Hope&Glory follows findings that nearly half of all pet dogs (45 per cent) are affected by Bonfire Night displays. The channel will feature a range of soothing, funny and distracting movies specifically curated for dogs to enjoy with their owners, helping to ease anxiety triggered by loud noises. Sky and Now’s extensive back catalogue of more than 1,000 films were whittled down with the help of Dogs Trust. Dolmio calls for World Pasta Sauce Day Brits are not holding back when it comes to their love for pasta sauce, with a new survey from Dolmio revealing just how essential it is to their plate. The study shows that over half the nation (57 per cent) refuses to eat pasta without sauce, with two in five (46 per cent) saying it’s outright “criminal” to eat plain. So, in a campaign by Ketchum, this World Pasta Day, the beloved sauce brand is calling for an upgrade: let’s make it World Pasta Sauce Day. Talking Futures, ‘Back to school’ Denise van Outen has travelled back to the 90s in a new short film for the Talking Futures campaign with PR agency Kindred. The film aims to highlight to parents how much the world of education has changed since they were at school – and why they shouldn’t rely on their own outdated experiences when it comes to advising their teens on their education choices. Talking Futures is an online resource and campaign run by The Gatsby Charitable Foundation that helps parents talk to their 11-18 year olds about their education and career options. The new film is accompanied by research that shows half (58 per cent) of parents admit that they don’t fully understand the range of qualifications now available to their child, with one third (29 per cent) believing university degrees are the only way for their teens to be successful. EE Home, ‘The circus’ With October half term fast approaching, chaos can descend on the family home, with new research by EE revealing that almost half (45 per cent) of parents feel overwhelmed juggling childcare with work. EE aims to help with the broadcast of a performance that brings to life the chaos of the school holidays – showing how an EE connected home can bring calm to households across the country. Following the live action performance which took place over the summer, the show has been adapted for screen. Movember 2024 launch Movember is right around the corner, so to celebrate and shine a light on the month of fuzzy facial hair, men’s health charity Movember has teamed up with a star-studded cast including Ugo Monye, Simon Rimmer and Max Whitlock to kick-start its annual fundraising campaign. The tongue-in-cheek portraits celebrate the lifesaving power of all moustaches great and small, as we see the celebs set off on a journey to answer the call of the moustache. Channel 4 and Warner Bros. Studio Tour London, ‘Creators vs experts’ Channel 4 has launched a new social partnership which sees internet personalities Max Fosh and Zac Alsop go head-to-head against three Harry Potter experts in a magical quiz hosted by Elz The Witch. Max is a superfan, but Zac has never read the books or seen most of the films. With an exclusive after-hours tour to learn the filmmaking facts before the quiz, will the duo be able to beat the experts? RSPCA, ‘Kind Sparks’ Ahead of the fireworks season, welfare charity the RSPCA, together with PR agency Kindred, has launched a campaign to foster positive community cohesion by encouraging conversation between neighbours. A Kind Sparks guide and interactive map were developed to help potential firework users understand the impact backyard fireworks have on their neighbours and pets, local farmers and wildlife. The assets were created in response to research that found half of pet owners admit Bonfire night is one of the most stressful days of the year and 40 per cent feel awkward saying anything to their neighbours. The team enlisted the support of TV personality Kate Lawler to talk about the issue, as well as community platform Nextdoor to share campaign comms on its channels. And to drive further awareness, toolkits were developed to lobby local authorities and MPs to engage with the campaign online. Liseberg, ‘Super seniors’ A new anti-ageism campaign from Swedish amusement park Liseberg features a team of 80-somethings attempting to break a rollercoaster record. Presenting “70 as the new 17”, the work specifically targets seniors, promoting the park's appeal to an older audience as family visits slow down at the end of summer. Fairy Non Bio, ‘#LoadsOfKindness’ Fairy Non Bio has announced a partnership with Studiocanal to celebrate the release of Paddington’s new film, Paddington in Peru. Together, they’re kicking off the ‘#LoadsOfKindness’ campaign by encouraging people to pledge small acts of kindness. As well as a digital campaign Fairy Non Bio is hosting an event in London with ambassador Vogue Williams. Dentsu Italy, ‘Proud beyond Pride’ Dentsu Italy has launched a campaign in support of the LGBTQIA+ values, even after the Pride month of June. Partnering with Agedo, an Italian association of parents, families and friends of LGBT+ people, the campaign was inspired by research which showed that in 2023 the topic of “Pride” marked a peak (over 100,000 searches) in late May and continuing throughout the month of June, before dropping dramatically in July and continuing for the rest of the year, with an average online conversations volume significantly lower. Movember, ‘Call from a stranger’ To commemorate 21 years of Movember, alongside its main campaign, the men’s health charity has teamed up with run coaching app Coopah to shine a light on men’s mental health. In the short film, ten people whose lives have been affected by suicide, cancer or mental health were told to go for a run and expect a call from a stranger. Google Pixel and The Powerhouse Project, ‘Pixel FC Academy’ Google Pixel and The Powerhouse Project have teamed up to launch Pixel FC Academy, a programme for young women aspiring to break into the football media and content creation industry, in partnership with Arsenal FC, Liverpool FC and The FA. The five-month programme of workshops will cover broadcast punditry, production and written press, and creating viral social content – providing aspiring female creators with the opportunities, training and inspiration they need to break into the industry. To mark the launch of the Academy, Women’s football legends Karen Carney, Fara Williams and The Powerhouse Project founders Rosie and Mollie Kmita met at Wembley Stadium to discuss the barriers to entry they’ve faced. Lee Kum Kee, ‘Trick or treat’ Asian sauce and condiment brand Lee Kum Kee is launching a campaign to push home cooks to think outside the boundaries of Asian cuisine, centred around its Chiu Chow Chilli Oil. The international campaign is inspired by the trend of chilli sauces and oils increasingly being used in creative and experimental ways. As part of the campaign, Lee Kum Kee will be hosting an experiential activation at Clapham Junction Station, showcasing the versatility of its product with ‘trick or treat' chilli jam donuts. Papa Johns and Call of Duty Papa Johns has partnered with Call of Duty to celebrate the launch of Call of Duty: Black Ops 6 this week. Papa Johns is giving away freebies worth, from t-shirts and free pizza, to a Call of Duty bundle and a bottle of Tabasco sauce, if fans hunt down hidden vaults located in Papa Johns’ stores across the country. Inspired by Black Ops 6’s multiplayer vault map, three secret Papa Johns Vaults will open for just one hour in London, Birmingham and Liverpool. Lenovo, ‘Alzheimer’s Intelligence’ Zeno has worked with Innovations in Dementia to create Alzheimer’s Intelligence – a photorealistic 3D avatar with custom AI, based on the lived experiences of people with dementia and Alzheimer’s for Lenovo. The proof-of-concept project will allow people and families navigating a diagnosis of dementia to gain 24-hour access to a conversational avatar that offers curated advice. It’s being trialled by up to 1000 people who are part of support groups for those living with dementia. Hoka, ‘In full flight’ Running shoe brand Hoka has launched a social-first content series, aiming to build connections with novice and intermediate runners across Europe. The series, developed by Ogilvy UK, celebrates the synergy between a ‘runner’s high’ and creative flow, both of which evoke feelings of euphoria and a state of ‘full flight’. The first episode sees the brand partner with DJ and amateur runner Chris Luno, who  speaks about the elation he gets from running, and how it inspires his creative process. The episode is soundtracked with a song produced by Luno, while he also curated a four-hour Spotify playlist consisting of tracks with the optimal BPM for running, currently streaming on Spotify. M&M’s and Kate Spade New York M&M’S and lifestyle brand Kate Spade New York have unveiled a limited-edition collection of candy-themed handbags, jewellery and accessories that will launch globally this holiday season, taking cues from M&M’s packaging and colourful candy shells. Nurishh and the SpudBros According to the latest poll of potato lovers by plant-based alternative cheese brand Nurishh, the nation’s love of the humble spud is so strong that 88 percent have swapped shop-bought sandwiches, sushi and salads for a hearty and filling baked potato. For plant-based eaters, cheddar alternatives top the chart (44 per cent), even though one in four (26 per cent) complain plant-based alternatives to butter and cheese never tastes as good as they should. With this in mind, the brand has partnered with TikTok influencers and jacket potato connoisseurs, the SpudBros to create the ultimate Vegan-friendly jacket. Boost and Re-engage, Christmas Call Companion service New research commissioned by Boost and charity Re-engage has found that 89 per cent of Brits think helping others and volunteering is the key to happiness. The research comes as Re-engage launches its 2024 Christmas Call Companion service, with Boost helping the charity secure new volunteers to offer support to lonely older people via weekly telephone calls over the festive period. The Glenlivet, ‘The journey inwards’ Single malt Scotch whisky brand, The Glenlivet, launches a limited-edition whisky in collaboration with Chinese-Malaysian artist Red Hong Yi. A 90-second film draws on the spirit of adventure that defines The Glenlivet brand and Hong Yi’s personal journey of global artistic discovery. The campaign will run across global travel retail in airports worldwide. Shot across a range of locations, in various countries, the film follows the artist’s journey across the world. Hong Yi is renowned for her technique of "painting without a brush," using fire to char red pigment paper. -196, ‘Method in the minus’ Droga5's first campaign for Suntory brand -196 takes inspiration from the drink’s complex formulation and the Japanese art of cutting edge solutions to any problem. The work features a scientist entering a battle of wits with a giant lemon man. Fighting Knife Crime London, ‘Cuts’ TBWA\MCR has launched a hard-hitting poster campaign, highlighting how the under-funding of youth services has contributed to the surge in knife crime. Created to drive awareness and to raise funds for lobbying and support group Fighting Knife Crime London, the work is focus on the insight that ‘more cuts lead to more cuts’. The OOH campaign has three variations, each with an extreme close-up of the face of a young person depicted as a victim of knife crime, plus a strapline highlighting an area of youth services funding that has been cut. Dylon, ‘Rethink new’ In September, Dylon launched a new colour and care detergent in the UK & Ireland. Now, TV personality Rochelle Humes is kicking off a 12-month ambassador role, encouraging consumers to 'rethink new' when it comes to their clothes – highlighting Dylon’s ‘triple renew’ technology, which revitalises colours, smooths fibres, and cleans gently. Cats Protection, ‘Here for every cat’s journey’ Cats Protection has launched its Winter appeal to ask for more donations, following new data which reveals a 34 per cent increase in cats being abandoned this year. Abu Dhabi Calendar, ‘Passion is the occasion’ Experience Abu Dhabi has launched the 2024-2025 Abu Dhabi Calendar with a celebrity-backed campaign. Two brand films feature entertainers Steve Harvey and Ahmed Al Jasmi introducing a new season of events across sports, culture, live music and performances. Tesco, ‘Icons’ Tesco plays with its logo in this out-of-home campaign, spotlighting food quality. ‘Icons’ replaces the letters of the logo with fresh produce starting with T, E, S, C and O. It includes a tomato for the letter T and an egg for the letter E. McDonald’s, ‘Descended from greatness’ McDonald’s builds anticipation for the UK launch of its mini hash browns with this campaign. The work taps into the “family history” of the breakfast item and traces the mini hash brown’s ancestry back to the original McDonald’s hash brown. Three out-of-home executions playfully highlight the lineage of McDonald’s mini hash browns with imagery like family trees, family portraits, and statues of ancestors. Leo Burnett also created TikTok content as part of the campaign. “Mini hash brown ancestry service” is fronted by the mini hash brown ancestry expert – Patty Fry. The Ryder Cup, ‘Year-to-go’ A new mixed reality campaign has turned New York into a golfer’s paradise, helping to kick-off the ‘Year-to-go’ celebrations for The 2025 Ryder Cup. This production was handled in-house by adam+gary. More...