Animated Gifs (Cinemagraphs) are widely used throughout the campaign to show products and their tactical benefits such as function or long lasting quality.

By adding a storytelling layer to the loops we turned these simple Gifs into fun stories which keep on running and surprise the viewer with little stories to intrigue them - and hopefully maintain their attention for as long as possible.

For longer media-formats the last line of the monologue picks up the first, so the repetitive story and loop doesn’t feel odd or out of place. Just like the visual of a cinemagraph does.

We used the gif-format, which is a widely used format and a special aesthetic for online media, but transformed it into a longer storytelling format, as a way to showcase IKEA products' long lasting quality.

The Gifs were launched alongside the image film, introducing IKEA Denmark’s new tagline: “Room for life”. For IKEA’s social channels the videos were looped to fit the different formats and requirements for length, and for Youtube TrueView ads, special versions of the intro monologue were created to address the viewer and the special skip-ad-button. The gifs were also produced in tall formats to fit IKEA's in store screens and digital outdoor with various placements throughout the cityscape of Denmark.

The look is inspired by the beautiful cinemagraphs users encounter online, but merged with the look of IKEA Denmark.

The cinemagraphs were launched on Facebook and YouTube April 2016. Within the first 10 days of the campaign, the organic view through rates reached an impressive 53% for all 82 seconds of the cinemagraphs. In paid YouTube views 31% saw more than 12 seconds of the cinemagraphs despite several tactical product messages – for Facebook this number was 46%.

IKEA Denmark is launching a new communication platform “Room for life” to increase uniqueness and relevance to the Danish audience. “Room for life” underlines IKEA's global mission to “enable a better everyday life at home for the many”. It also shows that IKEA embraces the authentic life in all its perfect imperfection. We want the consumers to lower their shoulders and in a warm, human and humorous tone show them how IKEA understands their lives and offers inspiration and solutions that make their everyday life better. This first campaign focus on “Life in and around the kitchen”.

When focusing on products used in and around the kitchen, we used animated Gifs (Cinemagraphs), which are widely used throughout the campaign to show a product's tactical benefit such as function or long lasting quality, and to add a human storytelling angle to a simple product demonstration about long lasting quality.

When IKEA Denmark was launching their new platform they needed a format that allowed them to be very tactical and product specific and to demonstrate their products' benefits such as long lasting quality. The format had to embody the important parts of their new brand personality – in particular the traits: “unique”, “warm”, and “human” and to fit their new tagline “Room for life”.