IKEA uses a magical wardrobe to promote its annual Storage Event

Who: IKEA and Rethink Canada, with Revolver Films, Saints Editorial, The Vanity, Alter Ego and Vapor Music. Media by Carat.

What: “The Wardrobe,” a new campaign promoting the home furnishing retailer’s annual Storage Event. It’s part of Rethink’s ongoing “Beautiful Possibilities” platform.

When & Where: The campaign breaks tomorrow (Jan. 9) and runs through Jan. 27. In addition to TV, it includes digital/social, radio and out-of-home.

Why: It’s promoting IKEA’s storage solutions at a time of year when many Canadians are focused on getting better organized as part of their new year’s resolutions.

According to the company’s “Life at Home” research, Canadians are increasingly “overwhelmed” by their belongings, a problem intensified by smaller-scale living offering limited storage space. (If you want to get a sense of your personal clutter level, Professional Organizers in Canada offers an online tool called the Clutter Image Rating.)

The campaign also continues IKEA’s focus on the bedroom, ensuring it is an “oasis” where people can recharge and relax.

How: The spot opens on a young girl enticed to open her parents’ PAX wardrobe by light emanating from inside. Once she steps inside, she encounters rows of PAX wardrobes stretching out to infinity (not a cheap investment, even at a reasonable $289 a pop), with her parents’ clothing all perfectly organized and colour-coordinated.

And we quote: “We wanted to show Canadians that no matter the storage needs they face in their home, a single PAX wardrobe can be personalized in an endless amount of ways to help you get organized.”

Chris Powell