Ikea is putting an emphasis on adults utilising play to improve their overall well-being, creativity, and mood. “Let play unwind your mind” by Mother shows a lady who is stressed out at work and then angered by her partner.
She then transforms their dining table into a ping pong table to take a break from work and play a game. As she becomes engrossed in it, she starts to relax. The table lengthens as the game progresses, and the lady is transported into a fun tunnel where she skips along a row of mats placed in front of her. Then she soars through a universe of paintings, and lands on a hopscotch grid, before finally returning to her living room with her partner and daughter.
According to Kemi Anthony, marketing communications manager at Ikea, mindfulness practices are commonly associated with yoga or meditation. However, according to the brand’s study, play might be a more effective technique to attain a tranquil state. Anthony explained that the numerous advantages range from stress alleviation to improved relationships and enhanced creativity.
Alaska directed the advertisement through Iconoclast. It premieres today (18 April) and will be seen on television and in theatres. Radio, podcasts, and internet media will be used to support it. In addition, Ikea is organising a variety of in-store activities.
Anthony further remarked that they realize the value of play on the well-being of all individuals. It’s not just for kids, but also for adults.
He said that all too often, life gets in the way and people forget that having time for fun and entertainment might help. That is why they believe that the more you play, the better you will feel, which is the heart of their new campaign, ‘Let play unwind your mind.’
They are encouraging as many people as possible to explore the benefits of play and witness for themselves how it enhances daily living at home.