Of mothers-in-law, daughter’s boyfriend and wife’s cats!

BBH Singapore has launched a campaign for IKEA’s third new store in Malaysia, the biggest in Southeast Asia so far, teasing audiences with the promise of ‘Choice’.

The new campaign, for the IKEA Tebrau store in Johor Bahru, reveals that with a new IKEA in town, you can choose from thousands of home furnishing pieces to ease the many tensions domestic life brings.

There is a twist of humour in each story playing on the theme there are some things in life you can’t choose, like your mother-in-law or your daughter’s boyfriend or even your wife’s beloved cats…

The campaign features four films, supported by digital, TV, print, outdoor and radio.

A series of films – capturing everyday domestic life – were shot by renowned Argentinian film director Augusto G Zapiola, known for his subtle observational humour.

Nikhil Panjwani, Creative Director, BBH Singapore, said, “Our actors, who didn’t speak a word of English were getting instructions from Augusto who spoke mostly in Spanish. It was fascinating how just hand gestures and body language saved the day and nothing was lost in translation.”

Augusto, with his usual zest, commented, “From the first call with the agency and client, I knew we were all on the same boat, free to experiment and collaborate during the whole process.”
The films launch in Malaysia this week.

Watch them here:
IKEA – HER BOYFRIEND – Now, There’s Choice

KEA – HER CATS – Now, There’s Choice

IKEA – YOUR MOTHER-IN-LAW – Now, There’s Choice

IKEA – HER CRAVINGS – Now, There’s Choice

Executive Creative Director: Joakim Borgstrom
Creative Directors: Nikhil Panjwani, Joakim Borgstrom
Writers: Keng Chien Hong, Nikhil Panjwani
Art Directors: Ronald Bunaidi, Soo Yeon Bae
Planning Director: Rebecca Ash
Account Director: Chloe Fair
Account Manager: Abbas Zafar
Producer: Wendi Chong
Director: Augusto G Zapiola
Co-director: Nano Tidone
Production House: Argentina Cine, Buenos Aires
DOP – Christos Voudouris
Music Composition – Bigotes Musica
Line Production: Two Monkeys, Bangkok
Post Production: The Quiet Lab
Editor: Lee Hwee

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene