Imagine a world where your livelihood requires boundless amounts of objects, all of which must be logged and remembered and stored as a collective body which must be accessible yet compact. These are the problems posed by those vinyl manipulators we know and love - the world of the DJ.
For Harry Love, his problems are long gone. Thanks to our favourite Swedish chaos solution, Ikea, Harry Love can now nonchalantly breeze through his catalogue of keyboards, mixing equipment and 4500 records, following an intervention by the furniture giant which de-cluttered the hip-hop producer's operational quarters.
![Ikea - Harry Love]( "Out Of Home International - IKEA")
Joining Harry in the quest for the ultimate storage nightmares, Ikea have used their resourceful brains to compartmentalise the 300 pairs of trainers which were overtaking the living space of Jess Gavigan. Her obsessional interest in vintage, rare and stylish trainers resulted in a severe case of her eyes being bigger than her bedroom, fuelling her co-founding the Small Feet Big Kicks retail website, which works as a buying portal for likeminded sneaker fanatics.
![Jess's Trainers]( "Out Of Home International - IKEA")
The multi-national brand is tapping into audiences by encouraging them to be inventive with Ikea products - why not use a stack of shoe racks to store six keyboards? With the 'Expedit' bookcase fitting conventional vinyl sleeves like a glove, Ikea are reminding the established and in-the-know DJ that their ever-growing collections are screaming for more regimented square storage cases, and also putting a fatherly arm around the first-time record spinners that are about to enter the world of the disc jockey.
On the other end of the spectrum, every compulsive shoe collector could do with several adjustable 'Komplement' shoe organisers. Like every fashionista, Jess's mass of accessories, footwear and clothes were desperately demanding some organisational input.
Ikea's interaction with the young audiences of today comes in the form of a multi-format campaign, with outdoor billboards and newspaper adverts encouraging viewers to get online and watch the full video footage of Jess and Harry's transformations.
![Harry - Outdoor Bus Shelter Advertising]( "Out Of Home International - IKEA")
![Jess - Outdoor Bus Shelter Advertising]( "Out Of Home International - IKEA")
With notable positions in bus stops, outdoor adverts are a perfect device with which to grab the attention of the campaign's target clientele, offering young creatives an affordable solution to their messy bedrooms before they've even realised they need one. The clever marketing department have also ensured that they have compiled a list of products used in the management of Jess and Harry's disorder, meaning that customers can stroll into any Ikea branch and pinpoint the products required to formulate their own version of a tidy space. And not only are the billboards a swift method of planting a realistic idea in their heads - the online videos of the two projects are wholly engaging too, combining beautiful production quality with subjects that can be related to:
For Harry Love, his problems are long gone. Thanks to our favourite Swedish chaos solution, Ikea, Harry Love can now nonchalantly breeze through his catalogue of keyboards, mixing equipment and 4500 records, following an intervention by the furniture giant which de-cluttered the hip-hop producer's operational quarters.
Joining Harry in the quest for the ultimate storage nightmares, Ikea have used their resourceful brains to compartmentalise the 300 pairs of trainers which were overtaking the living space of Jess Gavigan. Her obsessional interest in vintage, rare and stylish trainers resulted in a severe case of her eyes being bigger than her bedroom, fuelling her co-founding the Small Feet Big Kicks retail website, which works as a buying portal for likeminded sneaker fanatics.
The multi-national brand is tapping into audiences by encouraging them to be inventive with Ikea products - why not use a stack of shoe racks to store six keyboards? With the 'Expedit' bookcase fitting conventional vinyl sleeves like a glove, Ikea are reminding the established and in-the-know DJ that their ever-growing collections are screaming for more regimented square storage cases, and also putting a fatherly arm around the first-time record spinners that are about to enter the world of the disc jockey.
On the other end of the spectrum, every compulsive shoe collector could do with several adjustable 'Komplement' shoe organisers. Like every fashionista, Jess's mass of accessories, footwear and clothes were desperately demanding some organisational input.
Ikea's interaction with the young audiences of today comes in the form of a multi-format campaign, with outdoor billboards and newspaper adverts encouraging viewers to get online and watch the full video footage of Jess and Harry's transformations.
With notable positions in bus stops, outdoor adverts are a perfect device with which to grab the attention of the campaign's target clientele, offering young creatives an affordable solution to their messy bedrooms before they've even realised they need one. The clever marketing department have also ensured that they have compiled a list of products used in the management of Jess and Harry's disorder, meaning that customers can stroll into any Ikea branch and pinpoint the products required to formulate their own version of a tidy space. And not only are the billboards a swift method of planting a realistic idea in their heads - the online videos of the two projects are wholly engaging too, combining beautiful production quality with subjects that can be related to: