IKEA Film, Digital HAPPY INSIDE by Mother London

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HAPPY INSIDE

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency Mother London
Director Mark Pytlik
Creative Director Robert Saville, Mark Waites, Gustavo Sousa, Feh Tarty, Stephen Butler
Art Director Josh Smith
Released September 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: IKEA
Product/Service: IKEA CATALOGUE
Agency: MOTHER
Date of First Appearance: Sep 20 2010
Entry URL: http://cats.archive.stinkdigital.com/links_black.html
Creative Director: Mark Waites (Mother London)
Creative Director: Robert Saville (Mother London)
Creative Director: Stephen Butler (Mother London)
Creative Director: Feh Tarty (Mother London)
Copywriter/ Art Director: Joris Philippart (Mother London)
Copywriter/ Art Director: Cat Howarth (Mother London)
Copywriter/ Art Director: Tim McNaughton (Mother London)
Copywriter/ Art Director: Freddy Mandy (Mother London)
Content Strategist: Jacob Wright (Mother London)
Director: Mark Pytlik (Stink)
Art Director: Josh Smith (Stink)
Agency Digital Producer: Deji Odulate (Mother London)
Agency Digital Producer: Frida Detter (Mother London)

English Synopsis
Cats are the undisputed creatures of comfort. So, to launch its new ‘Happy Inside’ brand positioning, IKEA UK released 100 cats into their Wembley store to see if the furniture could make them happy. We filmed the experiment and used the footage to produce a website that allowed users to guess which piece of furniture the cat would settle down on. If they guessed it right they won it. The website integrated with Facebook and with such success that at one point, Facebook blocked it for generating too many posts.