| Title | Robot |
| Title (original language) | Robot (version anglaise) |
| Agency | Leagas Delaney Paris Centre |
| Campaign | Tidy Up - IKEA |
| Advertiser | IKEA |
| Brand | IKEA |
| Posted | September 2001 |
| Business Sector | Drugstores, Specialty Stores |
| Tagline | If Not For Yourself, At Least For The Others. |
| Tagline (original language) | Si vous ne le faites pas pour vous, faites le au moins pour les autres. |
| Story | The product shots illustrate the variety of IKEA products, colours and design. A new brand tag-line sums up the campaign: "If you don"t do it for yourself, at least do it for others". Both a reminder of how important is to improve one's living space, for all of those living in it, and a way of saying how easy it is with IKEA, to make life better. |
| Story (original language) | Les vues du produit illustrent la variété des produits IKEA, des couleurs et du design. Une nouvelle signature pour la marque résume la campagne: "Si vous ne le faites pas pour vous, faites le au moins pour les autres". A la fois un rappel pour montrer l'importance d'améliorer son espace de vie, pour tous ceux qui vivent dedans, et une manière de dire comment il est facile avec IKEA de rendre la vie meilleure. |
| Philosophy | The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces. The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design". |
| Philosophy (original language) | The change of tone and use of humour in the campaign intends to move along the brand image and renew contact with a younger audience. A target barely out of their prams when IKEA arrived in France, who grew up in IKEA-equipped homes, and who is inclined to think IKEA is for their parents. The new campaign communicates a single message: "Tidy up". A key market problem, at the heart of IKEA's business: a manufacturer with rational solutions for people with small budgets and for young people with small spaces. The style is sober, minimalist, as one would expect from a manufacturer who has made its name in "democratic design". |
| Problem | IKEA is a brand apart. IKEA has been doing things differently for 20 years in France. IKEA could have celebrated its birthday like any other distributor, instead IKEA is being true to itself. IKEA is making a radical change to its communication. |
| Problem (original language) | IKEA est une marque à part. IKEA a fait les choses différemment depuis 20 ans en France. IKEA aurait pu célébrer son anniversaire comme n'importe quel autre distributeur, au lieu de cela, IKEA est en accord avec soi-même. IKEA fait un changement radical de sa communication. |
| Media Type | Television |
| Length | |
| Production Company | Intersection |
| Account Supervisor | Sandra Conan |
| Creative Director | Barka Zerouali |
| Advertiser's Supervisor | Martin Simonsson |
| Advertiser's Supervisor | Lismari Marbe |
| Advertiser's Supervisor | Geneviève Martin |
| Copywriter | Aude Mee |
| Art Director | Sylvain Thirache |
| Producer | Marie Massis |
| Director | Brian Beletic |
| Production Company | Satellite Films |
| Account Planner | Luc Basier |
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