Ogilvy & Mather New York launched a new campaign for IKEA U.S. entitled “Together We Eat,” which is part of the brand’s larger global campaign.
At the center of the campaign is a 30-second broadcast spot called “Meet the Food Families.” The anthem ad celebrates different families’ approaches to food. These approaches include a mother and son who grow all their own herbs, a social-obsessed “food paparazzi” family, two women who celebrate their anniversary with takeout and a husband and wife setting up a large table for a family gathering. Each family is given just enough time to show their approach to food, and family, differs from the others. The voiceover celebrates this diversity in approach, ending with the line, “Life is eating, laughing, loving and a place to enjoy it together.”
Each of the families also receives the spotlight in 15-second ads entitled “Meet the Gathersons,” “Meet the Socialtons,” “Meet the Takeouts” and “Meet the Organics.” The shorter spots extend the existing scenes from the anthem ad, with a few also adding extra context and insight (prepare to really hate the Socialtons, they’re insufferable). In addition to the ads, the campaign’s official landing page, www.TogetherWeEat.com, also includes further details on the families and a contest inviting visitors to share recipes and family memories.
Credits:
Chief Creative Officer, Corinna Falusi
Creative Director, CW, Mirko Stolz
Creative Director, AD, Della Mathew
Creative Director, CW, Dave Skinner
Creative Director, CW, Darren Wright
Associate CD, AD, Phillip Cho
Associate CD, CW, Nicky Lorenzo
Associate CD, AD, Juan Dominguez
Design Director, Francesco Bertelli
Senior Designer, Chris Allen
Art Director, Justin Bettman
Creative Director, Chris Rowson
Creative Director, Bastien Baumann
Artist in Residence, Weston Doty
Copywriter, Caroline Tan
Art Director, Vanessa Hobbs
Director of Planning Services, Leslie Stone
Chief Production Officer, Matt Bonin
Senior Producer, Jenna Gartland
Senior Content Producer, Karen Rossiter
Director, Project Management, Sebastian Aresco
Senior Producer, Petra Boden
Senior Producer, Michael Payne
Managing Director, Terry Martin
Executive Group Director, Lucy Lieberman
Account Supervisor, Josh Shaner
Account Executive Alexander Cho
Jason Wurtzel, Senior Partner, Executive Director of Digital Technology
Frank Desiderio, Associate Dir, Digital Technology Management
Edward Szeto, Senior Technology Manager, Digital
Nathaniel Jones, Director, Technology Serverside Practice, Digital
Praveen Panati, Senior Application Developer, Digital
Alice Chen, Senior Application Developer, Digital
Lynn Maharas, Application Developer, Digital
Raul Morales, Director of Quality Assurance, Digital
Allison Rowley, Senior Quality Assurance Analyst, Digital
Christopher Deneen, Sr. DevOps Engineer, Digital
Matt Ahrenstein, DevOps Engineer, Digital