A gang of stylish ghosts gatecrashes a dull house party in an Ikea campaign encouraging people to express their personalities at home.
The brand wants people to be a “maverick with fabric” and use Ikea textiles to transform their home life. Laurent Tiersen, Ikea’s UK and Ireland marketing manager, called “Ghosts” one of his favourite campaigns because it is a “perfect metaphor” of self-expression at home.
The work was created by Mother London and directed by Dougal Wilson, the masterful director behind many of John Lewis’ Christmas ads and Ikea’s 2015 “T-shirts” spot about garments that make a long journey home as if they are birds. The campaign will include an online personality test matching people with Ikea fabrics and a partnership with a Savile Row tailor who will make suits from the retailer’s textiles.