Ikea Southeast Asia Shows Us a Different World in Our Home

IKEA Southeast Asia has launched a new regional brand campaign, ‘Home is a Different World.’ Created by TBWA\Singapore, it’s the latest wave of activity under IKEA’s overarching proposition: ‘Make Home Count’.

The campaign, which will air across TV, digital, and social throughout Singapore, Malaysia, and Thailand from November, takes us through the different relationships we all have with our homes.

The brand platform is inspired by findings from IKEA’s Seventh Global Life at Home Report which revealed how people have redefined their relationship and activities within their homes in this strange year.


The report revealed that less than half (46%) of the 38,210 surveyed in 37 countries felt their homes better met their emotional needs during the lockdown, and 78% globally agreed that home was their sanctuary during the 2020 pandemic restrictions. 2 in 5 have made changes to their homes and new priorities have emerged; with 37% cooking more and 44% spending more time with family.

“With new priorities emerging everywhere in the world, the way we will live in the future looks dramatically different,” said Nigel Richardson, Head of Marketing, IKEA Southeast Asia. “IKEA believes in creating a better everyday life at home – where the people that really matter can be found, and where the things that really matter happen. It’s the antidote to the current world’s uncertainty.”

“This year has brought the spotlight back into our homes,” said Anam A.S, Creative Director, TBWA\Singapore. “We wanted to tell this story, acknowledging the stresses and strains of the world outside and contrasting them with meaningful moments – large and small, that make our life at home count so much more.”


TBWA\Singapore was appointed creative agency for IKEA Southeast Asia in September 2019 and has recently launched two campaigns under the Make Home Count brand platform: 355 Make Home Count Brand Campaign and the Make Home Count Covid response campaign which was created and produced entirely from home during the height of Singapore’s lockdown.

“The message that Home is a Different World is more relevant than ever before,” said Peter Etheridge, Regional Group Brand Director, TBWA\. “We’re proud to be a partner to IKEA as the brand continues to evolve with the changing times while staying true to its brand proposition of Make Home Count.”

The Staff

The Staff

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