Atypical advertising IKEA: Americans at home Bashny.Net

In August this year, IKEA announced its new communications platform for the coming year. Worldwide communication furniture giant with the audience will be held under the slogan "The house - this is the most important place in the world" .This will receive insight reflected in advertising in each country, the presence of IKEA. According to MediaPost, in the United States these days is an action «America At Home».

National Project Corporation coined together with the creators of photographic collections of best-selling & quot; A Day in the Life & quot; and & quot; America 24/7 «. From September 17 to 23 Americans and 100 leading photojournalists States offered to photograph his life at home: some intra rituals, holidays, funny and touching moments and emotions just - "Anything that turns your house into a home».



60-second video, released on television screens in the United States, and continues to support this rather pompous in a good sense idea.

The viewer sees the house a variety of location, security, and even the method of construction, and to hear the voiceover:

"This is a place for love. This is a place for memories. This is a place for laughter. It's a place to participate. This is a place for peace. It's your own place. Because no matter where you live, whoever you may be, the house - it is the most important place on earth ».




Driving the project is - the visitor to subscribe to a special mailing, and every day he receives letters with themes that it should be in the picture at his home. Creative impulses are not limited to these topics - further you can take pictures of anything you wish.


Later, the pictures will be compiled into a heavy book «America At Home», site and exhibition that will travel around the country.


IKEA calls this the biggest share photo project in the history and the "time capsule about how we are living at the beginning of the XXI century».

The project sponsor is also Google, Snapfish, Nikon, FotoNation.net and O'Reilly Digital Media.

On the page of the site dedicated to the «America At Home», explains why the company

«IKEA believes that home - it's not just the four walls of bricks and mortar. House - is an emotion, a feeling of safety, security, comfort, peace, myself, together with those you love. The house - a place where there are memories, build relationships, where children and parents grow together. IKEA believes - no matter where you live and who you are, the house - it is the most important place on earth ».

via www.ikea.com/ms/en_US/home_campaign/americaathome.html