Popular furniture brand IKEA launched an anime-inspired slife-of-life campaign in the United States which utilizes anime and manga art styles to promote storage and organizational solutions. The campaign was conceptualized alongside the creative agency Ogilvy New York and the creative studio Clubcamping.
The three-part anime-style series features diverse characters and their unique living situations: in a dorm on-campus, in an off-campus apartment, and at home with family. Each character looks to solve a different issue that only organization and storage solutions from IKEA can provide.
Aside from the IKEA anime-style series, a webcomic will be published to introduce all characters that are appearing in the videos. A special website is now also live featuring the characters in the series which also links to the featured IKEA products.
Utilizing anime styles across marketing campaigns is becoming more mainstream. In April this year, Honda’s luxury and performance division brand Acura launched an anime series dedicated to promoting its current car models. This year, its second installment aimed at promoting the new Integra Type S model was launcged. Meanwhile, Toyota tapped into the popular Initial D franchise to launch a campaign for its new GR86 model back in January 2022.
In Japan, this practice is nothing new, with many popular franchises collaborating with popular brands. Bocchi the Rock recently rocked with the natural water brand I LOHAS, the coffee brand Georgia Coffee was advertised in a video featuring reboot of the Urusei Yatsura series, and more. Nissin ramen brand, for example, is known for many anime-themed videos and it recently collaborated with the Blue Lock anime series and Cyberpunk: Edgerunners.
Source: Press Release, Special Campaign Website
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